Peugeot: Power Of Allure

Peugeot Middle East today launched its new Power of Allure campaign featuring four of the region’s hottest cultural trendsetters. Developed with Dubai-headquartered independent creative advertising agency, Science & Sunshine, the campaign includes a brand manifesto video running now across digital and cinema in UAE and KSA. Four additional films with standalone segments dedicated to each of the culture shapers - Saud AlTurki, Chndy, Ajwa Al Joudi and Raha Moharrak, all paired with an alluring Peugeot vehicle - will be launched over the next four weeks. The film continues the comeback of the Peugeot brand in the region, reinforcing and accelerating the expansion its network, and elevating its customer experience while showcasing its current line up and design sensibilities through the 3008, 508, 208 and e-2008 models. Research done by Mckinsey around the automotive customer experience suggests that millennials will represent more than 45 percent of the potential car-buying cohort in 2025, thus forming the largest new-car-purchasing demographic. This campaign embodies Peugeot's understanding of the region’s first generation of integrated-mobility customers, realizing their preferences and adapting to them. The campaign video invites audiences to ‘Be a Lion’ and draws comparisons between Peugeot and the four ambassadors: ‘Top of the food chain’ in their respective fields, showing their ‘unbridled power’ and ‘effortless confidence’. Each personality is invited to expand on their understanding of ‘allure’ – the new global brand positioning for Peugeot.