Peugeot 407 – Toys

Brand Name: Toys': Peugeot 407 International Launch
Advertiser: Automobiles Peugeot
Agency: BETC Euro RSCG
Prize: Biz Challenge silv
Category: Brand Launch


The Peugeot 407 was to replace the 406 within the M2 segment (upper middle range class), a major segment of the European market. However this segment is unappealing due to its limited variety compared to the M1 segment and does not have the advantage of the prestige of the upper class range. The 407 needed to stand out ahead of the German-made sedans such as VW Passat, Audi A4 and BMW 3, which prevailed in this segment.


  • Escape from an endless technology-specific race which has become increasingly impossible to own.