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.’
