Peugeot super-mini launch to rival Smart

Peugeot is taking on DaimlerChrysler's Smart car with the launch of its 1007 'super-mini' model, backed by a major integrated campaign.

The French car manufacturer has hired communications consultancy Sledge to oversee pre-launch activity - Peugeot's first to date.

The strategy will comprise an integrated guerrilla, ambient and viral campaign. The activity will begin early next year ahead of the 1007's roll-out in May, enabling Peugeot to capture data on consumers who are interested in the model.

As with Toyota's planned super-mini, Aygo, which was revealed by Marketing this summer, the 1007 is aimed at the younger end of the car market (Marketing, 25 August). The model will also be backed by a wider ad campaign by Euro RSCG, which is due to break in the spring and will include TV.

Four key product features of the 1007 will be flagged up: its electronic sliding doors, interchangeable interiors, modular seats and semi-automatic gears.

DaimlerChrysler's Smart car has a 0.39% share of the UK car market, according to the Society of Motor Manufacturers. Sales of the brand grew by nearly 12% to 6469 in the year to the end of September.

Peugeot Citroen partnered with Toyota to develop the platform for both the 1007 and Aygo. Ad agency Clemmow Hornby Inge is working on the pan-European brief for Toyota's Aygo.


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