Stack Brings Out the Spirit & Passion of Peugeot With New Campaign

Stack has created a new integrated brand campaign for Peugeot Professional designed to reflect the spirit, passion and dynamism of the team behind the brand.

The online and press activity, which breaks on 17th June and runs for four months, builds on last year’s “Passion” campaign, which Stack created to reposition Peugeot in the fleet car market.

The latest campaign aims to demonstrate what fleet customers really value about the service that the Peugeot Professional team offers.

The testimonial-led campaign features six key partners each endorsing Peugeot on qualities that are highly valued in the fleet market, such as reliability of the products, breadth of range, CO2 credentials, after sales and whole lifetime costs. 

Stack interviewed Peugeot fleet customers to get to the heart of their brand endorsement and what they prize most about their relationship with Peugeot Professional. The approach draws on the fact that, while fleet purchase decisions are made on a primarily rational basis, managers care deeply about the service offered by their chosen brand.

Morgan Lecoupeur, Marketing Director, Peugeot says “We see this as a long-term commitment to changing perceptions of the brand amongst our fleet audience. Stack has shown they really understand this highly influential audience through a campaign that further cements our ‘Passion to make it happen’ position by drawing on the success of those who know best – our long-term customers, the fleet market’s peers.”

Liz Wilson, the chief executive of Stack, said: “We are strongly challenging the fleet audience to think again about Peugeot. This campaign is about making the communication connect with its audience emotionally, not just rationally, and encouraging them to trust Peugeot.“

Credits

Client: Peugeot Professional

Brief: Take the fleet “Passion” campaign and take it to the next level.

Media: Online and press

Creative director: Iain Hunter

Art director: Dan Plotkin

Copywriters: George Leaney, Beckie Crum

Account director: Emma Frodin