3 LITTLE PIGS AND 1 PEUGEOT
Campaign “Peugeot Original Parts”
Advertising, Print, Social Media
3 LITTLE PIGS AND 1 PEUGEOT
Campaign “Peugeot Original Parts”
Advertising, Print, Social Media
SCENARIO
We were invited to create Peugeot’s great after-sales national campaign to bring awareness about using the Brand’s original parts, while fighting the strong parallel market of parts, very usual in Brazil. There were some drawbacks, such as the high cost of maintenance and vehicle parts at Peugeot’s dealerships, which didn’t help the brand stablish a good reputation with the public. That had a bad effect even at the moment of purchasing the brand’s car. To make it worse, the parts found in the parallel market were a good cost-effective solution compared with the prices set by the brand. Only a fairy tale could help us change this scenario! And that’s exactly what we did!
CHALLENGE
It’s important to put into context that original parts are certified by the brand after extensive tests, in order to offer much more safety and best performance. For this reason, when using parts from the parallel market, the owner is jeopardizing his car, his finances and maybe even the life of his family. Our challenge was to show that in order to change the client behavior in Brazil, and make them consider the purchase of an original part instead of a visually look-like and much cheaper part.
SOLUTION
Our response was to come up with the fairy tale and its characters, which are part of the affective memory of any Peugeot client. Through it, we connected them to the brand in an emotional way, bringing back their childhood for an easy understanding of the message. In a playful way, we created an analogy with the tale “Three little pigs”, in which the objective was to make clear the contrast between the cars equipped with generic parts (thatched and wooden cars that cannot offer the necessary safety) and the original parts such as the “brick cars”, which remains safe and sound, no matter the situation. The idea was easy to catch! By choosing original parts, as well as in the fairy tales, the client would have a happy ending.
Client
Peogeot Brasil
CREATIVE DIRECTION
Fabio Divac
ART DIRECTION
Fabio Divac, Patricia Alves
ILLUSTRATION
Galdino Sá
ART FINALIZATION
Fabio Divac
COPYWRITING
Bruno Ferro
DATE
May 19, 2013