Peugeot is backing the UK launch of its 208 GTi model with an experiential campaign, led by INITIALS Marketing.
The nine week ‘GTi is Back’ campaign marks the return of the performance GTi model to the car market, which builds on the 1980s’ 205 model.
Launching today, Peugeot has aimed to increase consumer awareness with a national roadshow in six shopping centres including Glasgow’s Braehead, Birmingham’s Bullring and London’s Westfield.
At each destination, the 208 GTi stand will be brought to life with music from the 1980s to the present, accompanied by a troop of professional dancers who will be performing different styles of dance.
The stands will also see an old 205 GTi appear to pass through a time tunnel and come out the other end as the 208 GTi.
“The much-lauded 208 GTi brings a new dimension to the world of the performance hatchback with a lighter, more powerful, more capable and sure-footed vehicle which is suitable for everyday use,” said Nick Crossley, brand advertising, partnership and sponsorship manager at Peugeot.
“Many consumers will remember the 205 GTi model from the 1980s. Through the ‘GTi is Back’ campaign, we want to help existing, previous and potential Peugeot customers rediscover the fun of the GTi model.
“INITIALS Marketing has come up trumps with an experiential campaign that captures the essence and fun of the GTi model with activity that brings the GTi experience to life.”