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Radio ads sell Peugeots

11 Aug 2005

Saatchi & Saatchi Johannesburg says its radio campaign for Peugeot's 206 'Pop-Art' is selling volumes of the French manufacturer's entry-level model. During the flighting of the Pop Art radio campaign, 65 new Peugeots were bought as opposed to 40 during the previous period.

The ad plays on the M-TV hit show 'Pimp my ride' in which 'wimp' cars are personalised and 'souped' up, to become cool pimp rides with sound systems to boot. The creative utilises the global theme of bling flavoured with local music and culture.

Peugeot East Rand Dealer Principle, Mark van der Walt, says that during the flighting of the Pop Art radio campaign (24 June to end July), 65 new Peugeot's were bought as opposed to 40 during the period end May to 23 June 2005.

Team Alison Stansfield and Louis Maass created the two radio scripts to boost awareness of the 5-door Pop-Art.