Peugeot has launched its "Drive Away Happy" campaign, which aims to remind people that purchasing a new vehicle is a joyful and exciting experience. With the vehicle market saturated with cut-price deals and exaggerated offers, Peugeot is communicating something different to the rest of the market, putting the feeling of driving with happiness at the core of its 2012 communications.
Peugeot is dedicated to ensuring that its clients will "drive away happy" whether they are buying a new vehicle or taking advantage of after-sales support. The key to this idea is the automaker's unique "Just Add Fuel" product, which provides convenience in running a vehicle, monitoring the customer's insurance, warranty and servicing, road tax as well as roadside assistance for a fixed monthly fee.
In order to launch the "Drive Away Happy" campaign as well as to communicate the "Just Add Fuel" product, the automaker has produced a new 30-second TV advertisement.
Blinkink productions and creative agency Euro RSCG London worked together to produce the ad. Euro recruited director Joseph Mann and designer Kyle Bean to create a graphic, paper world. The production utilizes stop frame animation to project a Peugeot evading all the hassles associated with operating a vehicle.
The first TV ad spot was shown on January 23, 2012. Managed by OMD, this multi-million pound media campaign will be communicated through radio spots across various networks starting this month. It will also be supported by a digital and print media campaign. Various models will also be featured.