Peugeot RCZ ‘captures the thrill’ in new cinema campaign via Vizeum Sydney and Val Morgan
Peugeot has partnered with Vizeum Sydney and Val Morgan for the launch of the New Peugeot RCZ with an automotive media first in Australia. Breaking this week, cinemagoers will be able to capture the thrill of the car through a high impact execution.
With the aim of increasing brand desirability and awareness for Peugeot, the brief also called for a campaign that would echo the dynamic and athletic prowess of the New RCZ.
Vizeum’s strategy identified cinema as the lead media channel for the campaign launch supported by online and television. Cinema executions will also be supported by in-foyer cinema digital screens.
Says Tony Woodward, Vizeum Sydney business director: “Peugeot came to us wanting to reach a different audience and cinema provided the clearest path to them as well as providing the impact and engagement that we need to help increase brand awareness for Peugeot. Film selection was critical in targeting the right segment and we’ve strategically launched during the US Summer Blockbuster period when there are so many great releases available to us.”
Vizeum worked with Brandfit Productions – Val Morgan’s content production arm – on the adaptation of the creative to cinema. Using the environment to its full potential, the 40 second spot begins with a black screen and surround sound of someone getting into a car and starting the engine before action shots of a vehicle on a closed road appear. The Peugeot RCZ is revealed in the final shot of the creative showcasing the car’s distinctive design and style.
Says Dimitri Andreatidis, Peugeot’s national marketing manager: “As we shift into a more brand focused strategy, an impactful campaign such as this will serve us well. Vizeum has provided us with a highly targeted approach and this is one execution of a series that we look forward to rolling out over the coming year.”
Hitting the big screen nationally this week, Peugeot’s campaign will benefit from the success of Superhero action blockbuster Iron Man 3 and will extend to key film releases over the campaign period.
1 Comment
I’m missing something here, Is the message that it’s a fast shutter speed or the car is so slow he can capture a perfect in frame shot of it? Also how is a klargely 15-22 year old superhero loving, student,low income audience going to be the target for this product? do peugeot think they’ll share this? really?