The launch of the Peugeot 207CC in Greater China has kicked off with an integrated marketing campaign created by Spark Communications, one of the DMG (Dynamic Marketing Group) specialist agencies.
The launch was marked by a spectacular showcase in Shanghai last weekend. The “Be Magnetised” show was conceived and managed by Spark Communications, which is behind the 207CC’s launch campaign that includes the creation of print, online, viral, events, and point of sale.
In a departure from traditional car launches in China, Spark Communications’ dynamic campaign for the 207CC focuses on positioning the marque as an affordable fashion and status item, while reinforcing the reliability and innovative features of the car.
The “Be Magnetised” campaign targets stylish, successful individuals in their early to mid thirties. The print ads are very fashion led with executions deliberately tailored for male and female audiences. The central creative concept portrays the Peugeot 207CC’s attention-grabbing effect on young, fashionable Chinese men and women.
Spark Communication’s online work includes a dedicated website that communicates the car’s fashion credentials. The site (www.peugeot.cn/bemagnetised) features an urban skyline populated by stylish models. Prospective customers can view videos of the car and register to receive detailed information. There is also a section with a behind the scenes ‘making of’ video and an archive of Peugeot’s past TV Commercials.
Peter Xiao, chairman of Spark Communications, said: “Spark has unrivalled experience introducing car brands to Chinese audiences. It has a legacy of creating breathtaking campaigns and events thanks to an unrivalled client focus, market insight and understanding of the automotive industry. This campaign leverages drivers’ emotions and taps into the desire to own a fashionable car, which in turn generates a craving for the Peugeot 207CC.”
The Peugeot 207CC was launched on Saturday at the cutting-edge art venue, Shanghai Sculpture Space, one of the hippest places for young artists. The converted factory embodies the vigor of Shanghai’s rich urban art scene and its spirit of modern times, while respecting China’s cultural legacy.
At the event Spark created an experience that centred on a mesmerising Peugeot Pool, a three-metre deep sunken area that was mirrored floor to ceiling on three sides. A combination of lights and projections increased the sense of space and magnetised guests’ focus onto the 207CC.
Spark Communications was appointed by Peugeot China in April 2008 following a pitch against ten agencies. Billings are undisclosed.
This is the second major Peugeot project delivered by Spark since it was appointed. This summer it conceived and managed Peugeot’s prestigious National Test Drive campaign, which promoted the Peugeot 307, 407, 607 models in a series of events across Greater China.
For more information contact Mark Terry-Lush on +44 (0) 7740 432 112 or +44 (0) 1452 760147. Email email@example.com
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