Peugeot has a long tradition in environmentally friendly technology and production. The brief aimed at reinforcing this position in a competitive automobile environment cluttered with eco-friendly claims. The launch of the particle emission filter in 1999 and the subsequent launch in 2000 on the Peugeot 607 provided the backdrop for re-positioning of Peugeot as a leader in clean diesel technology

Complementary to the worldwide above-the-line communication work, our creative aimed to find an unconventional channel to deliver the message. As a solution, soot stain graffiti stencils were placed in car parks (a hitherto unused advertising medium) to demonstrate the effect of the Peugeot particle emission filter to car drivers. The stencils delivered the mention of the Peugeot HDi FAP technology in a perfectly clean way in the middle of the soot spots.

Within five days of the activity there was a significant increase in enquiries at the respective dealers close to the activity. On average, an increase of approx. 40% was recorded across the 6 largest dealerships in the city of Zurich.