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Dancing to a New Tune

Objective

Devise a pre-launch campaign linked to Peugeot’s global platform to generate awareness.

Strategy

Take an experiential event on the road and bring Peugeot top of mind ahead of the launch.

We set out to break a 10 year sales record and get a French car to No.1 in the UK music charts. So, we commissioned ‘Feel The Love’ by Rudimental to be the soundtrack and hip hop dancer Marquese Scott to be the body of the campaign. A No.1 single, 25-date UK experiential tour and feature at The 2012 Goodwood Festival of Speed later, we had broken Peugeot’s 10-year record for advance orders – and reached over 10.5million views on YouTube.

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