Peugeot: Two ads - one for the parents buying the car, one for the young drivers

This case study describes how Peugeot, an automotive company, sold cars to under-25s by appealing to both them and their parents to purchase its Just Add Fuel finance.

Peugeot: Two ads - one for the parents buying the car, one for the young drivers

Agency: Stack

18-25 year-olds hardly ever buy new cars. Peugeot's Just Add Fuel® finance is designed to be affordable for young drivers (and their parents). But how to make car finance interesting to young drivers even when they weren't looking at new cars?

Strategy

Young adults don't buy new cars because they can't afford to. Many end up driving dodgy old bangers, when they (and their parents) would prefer them to be driving a safe, reliable new car.

In 2015 Peugeot introduced a finance...

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