Peugeot 306 press campaign

Neil Dawson

This is the story of the development of an innovative press campaign for the Peugeot 306. Planning made a difference through the following: a deep and thorough understanding of the driver-car relationship in the sector; an insight into how psychological needs of the driver and functional benefits of the car could be linked; the identification of a role for print advertising which approaches car specification in a fresh and innovative way; and a recognition that personality and tone of voice is critical.
Agency:Author: Neil Dawson

Peugeot 306 press campaign

1. The context

Print advertising for the specification features of cars has too often been dominated by formulaic approaches. The ‘stills from the TV’ and the ‘pack and a pun’ genres are now so familiar to both the consumer and creative alike that the scope for fresh and original creative work can seem depressingly limited. Received wisdom is that an advertiser uses film to create image and print to deliver rational messages, yet this seems increasingly specious. In a car market in which, like so many others, the rational elements are...

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