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Peugeot 208: Unboring The Future

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While the car industry is on the road to change like never before, Peugeot uncovers its new vision: Unboring the Future. It is a rousing slogan, almost like a statement from car lovers who reject the idea that energy transitions or, further down the line, self-driving cars somehow erase the auto industry's 120-year history of their commitment to serving the pleasure of driving. The slogan, as described by Jean-Philippe, Director of Peugeot, assures that "boring will never be part of our DNA."
Agency: BETC, Paris
Unboring the Future is more than just brand positioning. It is a business project, introduced today by the new Peugeot 208, a key launch for the brand. “With this vehicle, you can choose between a combustion and an electric engine, without having to make any compromises on the design. The car also highlights the capacity for brand innovation with its new PEUGEOT i-Cockpit 3D®,” explains Thierry Loziano, Marketing and Commutations Director at Peugeot. To accompany this important launch, Peugeot uncovers its international project that, by its pure nature, illustrates their promise to ‘unbore’ the future. It starts with an innovative project that the brand will reveal at the beginning of November after uncovering the electric version of the new 208 (the first electric car of Peugeot’s ‘new generation’). It is an experimental project that challenges a genuine societal issue: sound pollution. Along with advertising agency BETC, Peugeot has developed the first billboard capable of transforming sound wave vibrations emitted by the city into electric energy. The energy gathered will contribute to charging the vehicle, a vehicle that returns the favour by making towns quieter.
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BRAND MANAGEMENT: Jean-Philippe IMPARATO, Thierry LONZIANO, Nuno MARQUES, Nathalie LE MAITRE

AGENCY MANAGEMENT: Henri TRIPARD, Tiphaine DU-PLESSIS, Nicolas ROCCA-SERRA, Emilie GRIMALDI
, Mathilde SIKORSKY

HEAD OF STRATEGY: Guillaume MARTIN

ENGAGEMENT PLANNER: Donya BOUZARJOMEHRI

STRATEGIC PLANNER: Adrien TORRES

TRAFFIC: Céline LAPORTE

RIGHTS NEGOTIATION: Alice ROLIN

HEAD OF PRODUCTION: Fabien GIRAUD

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