Research showed that aspirants felt removed from lots of advertising which didn't speak to them in their language. We therefore produced messaging that mirrored the radio programming and focused on the complete media experience aspirants would have. This 'programming feel' connected with the audience and environment simultaneously so that the 107 became an integral part of the stations' output. By becoming synonymous with aspirants' favourite music stations and shows, we injected the brand with credibility.

No-one launches cars on radio do they? We did it differently and it worked. Research proved the campaign created a distinct identity for the Peugeot 107, with significant uplifts in opinions and attitudes towards the model. Crucially, the 107 also outsold the rival launches from both Toyota and Citroen combined!