Developed in conjunction with DMG agency Spark Communications, the push is reportedly aimed at fashion-conscious drivers in their early- to mid-30s. Having unveiled the car at the Shanghai Sculpture Space - an artistic venue in the city - Peugeot will continue to use a combination of print, online, experiential and point-of-sale initiatives to appeal to an increasing demand for fashionable design among Chinese mid-market consumers.
While the print component focuses on presenting the car as a fashion accessory, with separately tailored messaging for male and female audiences, the website invites users to view video footage of the vehicle and to register to receive more detailed information.
Peugeot has previously worked with Spark to promote its larger, more family-oriented 307, 407 and 607 models, following its appointment of the agency in China in April.
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