Peugeot: DISCOVERY

Credits & Description:

Category: Cars & Automotive Services

Advertiser: PEUGEOT

Product/Service: PEUGEOT PARTNER

Agency: LODUCCA

Date of First Appearance: Sep 23 2010

Entrant Company: LODUCCA, Sao Paulo, BRAZIL

Creative Director: Guga Ketzer (Loducca)

Creative Director: Cassio Moron (Loducca)

Creative Director: Marco Monteiro (Loducca)

Creative Director: Pedro Guerra (Loducca)

Account Group Director: Clineu Junior (Loducca)

Account Director: Claudio Leal (Loducca)

Account Manager: Juliana Tomas (Loducca)

Media Director: Reinaldo João (Loducca)

Media Manager: Rodrigo Tamer (Loducca)

Marketing Manager: Gislaine Matano (Peugeot)

Media placement: Television - Discovery Kids - 23 September 2010



Insights, Strategy & the Idea

The PEUGEOT PARTNER is a family car, with plenty of room especially for those with children.

Children don’t buy cars, but they do influence their parents.

However, simply airing car commercials on a children’s channel would not make sense, because children don’t codify the same communication values as adults.



Creative Execution

Air PEUGEOT PARTNER animations, with the look and feel of Discovery Kids characters, broaching car themes that draw children’s attention.

Instead of talking about engines or performance, the ads spoke playfully about internal space, safety, stuff-holders and other relevant child features, as well as of extreme concern for those who have small children.



Results and Effectiveness

The Peugeot Partner did not have any other communication effort during the period in which it aired on Discovery Kids, and sales were 17% higher than the average for other months in the year.