MediaCom UK and Peugeot Unite for Fifth Gear TV Sponsorship Partnership

The UK’s largest media agency MediaCom will tonight unveil the first of eight PEUGEOT-sponsored TV spots during the latest season of Fifth Gear, as part of its work with the car giant on its new campaign.

As the first brand campaign for Peugeot since MediaCom won the PSA account in January this year, the broadcast sponsorship of ‘Fifth Gear’ includes national TV exposure on Quest TV; as well as 10 online digital videos co-created with the hosts in a new series called ‘Shift’, distributed with partners Oath, Unruly and Haymarket.

Led by the insights from MediaCom’s Business Science team, the campaign taps into the value of partnering with the UK’s longest-running motoring lifestyle commercial TV programme; talking directly to Fifth Gear’s 650,000+ viewers to drive word of mouth and grow the brand’s positive image among UK car lovers.

Peugeot marketing director Mark Pickles said: “This project is one of the first fruits of our relationship with MediaCom and formed part of the strategic pitch for 2018. We wanted to engage with a particular target audience - that of the car enthusiast - who not only buys cars but is the ‘go-to’ person in their friend circle when it comes to advising on the best cars in the market. The Fifth Gear sponsorship was the perfect way to do this.”

Paul Kershaw, comms planning partner at MediaCom added: “In today’s highly competitive car market, consumers need convincing at all touchpoints to buy the right car. Peugeot UK has made an innovative step to leverage its strong digital reviews and combine this with a sponsorship opportunity that really differentiates the brand from others in the market. It’s a bold and exciting step for Peugeot, and one that will help shift perceptions of and grow their brand here in the UK.”