Peugeot Australia celebrates unique styles and attitudes in first local campaign via The Works

Peugeot Australia in conjunction with lead creative agency The Works has launched its first-ever local brand campaign featuring its distinctive vehicles and the personalities that drive them.

The integrated campaign is the first and only to be produced for a local market outside of France in recent history – demonstrating the importance of the Australian market.

The commercial launched on free-to-air television last night and celebrates the fact that Peugeot offers beautifully designed vehicles to those who have a strong sense of self identity and are confident to be themselves.

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Featuring the unmistakable 1984 Gloria Gaynor anthem ‘I am what I am’, the commercial features a range of characters undertaking elements of their daily life in their own way, with their own style.

Managing director of Peugeot Australia, Ben Farlow said it was a defining moment for the iconic French brand and signals the next chapter in the marque’s local turnaround.

Says Farlow: “With 208 years of experience, it’s fair to assume that Peugeot knows who it is. However, our brand activities have rarely reflected the relationship Australians have with our brand. Peugeot is a brand whose history is well established locally, though for the next chapter, we must stand out, stand up and be celebrated for what we are.

“The timing of our communications coincides with the 70th anniversary of Peugeot’s presence in Australia, but more importantly, it punctuates the beginning of a new era of product underpinned by award winning drivetrains, platforms and designs. It’s an exciting time for Peugeot.”

The concept was born from deep customer understanding that suggested previous brand activities were not distinctive enough, and when presented alongside the near saturation levels of automotive marketing did not stand out or apart.

Says Amy Slade, general manager of marketing, Peugeot Australia: “The campaign is about celebrating the style and attitude of our vehicles and the people who drive them, but in a self-depreciating way. It’s the effortless style and attitude of the French that makes them unique, and we think this is our main point of difference.

“We are hoping to remind people to have the confidence to be themselves, to be bold and live life how they see fit rather than following the crowd.”

Says Paul Swann, managing partner at The Works: “It’s been a real privilege getting to know the Peugeot brand and creating this integrated campaign alongside their team. The success of the brand globally is testament to a clear business and marketing strategy which we have adapted and optimised for the Australian market. The campaign is a statement about the self-confidence of the brand and its drivers, which is exemplified by the use of Gloria Gaynor’s iconic hit ‘I am what I am’.”

The campaign was shot in a variety of locations including Maroubra Beach; the historic Carriage Works, Redfern; Farrah Place, Sydney and Connells Point.

The 60 second commercial, which includes 15 and 30 second cut-downs will be supported with social media created by content agency Daresay, out-of-home, digital media, cinema, catch-up TV and PR, and will run throughout the year.

Client: Peugeot Australia

Media Agency: Starcom