Magazine article Marketing

Peugeot Develops First TV Advertorials for Cars

Magazine article Marketing

Peugeot Develops First TV Advertorials for Cars

Article excerpt

Peugeot has taken its first step into TV programming by developing a series of advertorials to showcase its entire model range.

The films, planned since May, are a bid by Peugeot to find a different share of voice in a crowded market and drive sales in the pre-March registration period. The strategy will make Peugeot the first car manufacturer to use advertorials on television.

The series of eight five-minute films, produced by Granada in conjunction with Peugeot's media agency, Initiative Media, break this week across Granada Sky Broadcasting's (GSB) raft of satellite and cable channels, including Men and Motors, Plus and Breeze.

The films cover the Peugeot range, from the 106 to the 806, and have been produced in the style of Men and Motors' flagship review programme, Car File.

Each film features the Peugeot strapline 'The Drive of Your Life' at the beginning and end, as well as comprehensive test drives, technical specifications and demonstrations of all models.

The first film, for the Peugeot 806 people carrier, breaks this week on Granada Plus. …

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