The Peugeot 1007 launched into the ultra competitive and fragmented “small car market,” which targets a diverse audience with increasingly diverse needs. With its electronic sliding doors, tiptronic gearbox, interchangeable coloured interior and flexible seating this car appealed to a unifying desire: to make life easier. Our campaign needed to deliver that bold promise whilst being as innovative, fun and unique as the car itself. We used a mix of two worlds: a real life world where everyday events conspired to make life difficult and an animated “1007 world” where the problems were resolved and life is made easier.

Our campaign ran across all media in July 2006. A 90” commercial launched on TV with an SMS call to action. This was also, for the first time in the industry, offered to mobile phone users through 3G. Press and web ads followed the creative theme whilst delivering additional product support. Greater detail and explanation about how the 1007 could ‘make your life easier’ was delivered through the website and Direct Mail materials. Those who had registered also received messages in a consistent campaign style to their mobile phones. Throughout this time, targeted emails delivered up to date product news.