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Peugeot brings in INITIALS as part of pre-launch campaign for 208 model

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By The Drum Team | Editorial

February 27, 2012 | 1 min read

Peugeot has appointed INITIALS Marketing to run a pre-launch campaign for the company’s 208 model.

The appointment, following an 18-month, six-way pitch, follows the appointment of INITIALS Experience as Peugeot’s preferred agency for experiential activity, and will see the agency work alongside Euro RSCG, Euro4D, OMD and CMW on the prelaunch.

Details are you to be fully revealed, although it is known that activity will include digital, social media, experiential and above-the-line channels from April.

Chris Wareham, director and head of INITIALS Experience at INITIALS, explained: “The core campaign idea builds on the extensive research we carried out into Peugeot’s target market as part of the pitch process. It is set to put the 208 at the forefront of the minds of the consumer using the global ATL theme of ‘Bodydrive’, fusing both new and traditional media to deliver a compelling call to action.”

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