Initiative and Concord develop first 3-D poster for Peugeot 206

By JOHN TYLEE, campaignlive.co.uk, Friday, 30 October 1998 12:00AM

The UK’s first national 3-D poster campaign, incorporating ground-breaking visual enhancement technology, breaks this week as part of a multi-media blitz to launch the Peugeot 206.

The UK’s first national 3-D poster campaign, incorporating

ground-breaking visual enhancement technology, breaks this week as part

of a multi-media blitz to launch the Peugeot 206.



The concept has been developed by Initiative Media, the media agency

which holds the centralised Peugeot Citroen media planning and buying

account, in association with the poster specialist, Concord.



The revolutionary posters have been developed by the 3-D Poster Company

in Hungary and brought over to the UK by Initiative and Concord for the

206 launch.



The specially moulded ads appear to show a three-dimensional Peugeot 206

mounted on the poster site.



The campaign comprises more than 100 48-sheet poster sites across the

country, hand picked in major connurbations. Each site had to be adapted

and reinforced to carry the hi-tech poster, which has to be mounted by

crane.



According to Tony Manwaring, Initiative London’s chairman, the idea was

to stand out from the mass of car ads in the poster medium.



’Posters can become like wallpaper after a while, but these sites stop

you in your tracks and really make an impact,’ Manwaring said.



The 206 launch campaign, the first phase of which includes a media spend

of about pounds 9 million, also includes a traditional poster campaign

which will run nationally.



As well as outdoor work, the campaign will feature heavyweight TV

activity, including 90-second, 60-second and 40-second ads across a

number of terrestrial and cable and satellite channels.



The national press campaign includes traditional display and small-space

ads dotted through newspapers. Creative work is by Euro RSCG Wnek

Gosper.


Alan Levy, the media planning manager on Peugeot at Initiative, said the

launch campaign had a broad target. ’Our market covers younger drivers

looking for their first car, housewives looking for a second car for the

household and older drivers trading down to a smaller car.’



This article was first published on campaignlive.co.uk

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