Peugeot Australia has launched its first-ever local brand campaign via the works agency.

The integrated campaign is the first and only to be produced for a local market outside of France in recent history.

The commercial launched on free-to-air television on Sunday 24 February and celebrates the fact that Peugeot offers beautifully designed vehicles to those who have a strong sense of self identity and are confident to be themselves.

Featuring the unmistakable 1984 Gloria Gaynor anthem ‘I am what I am’, the commercial features a range of characters undertaking elements of their daily life in their own way, with their own style.

MD of Peugeot Australia, Ben Farlow said it was a defining moment for the iconic French brand and signals the next chapter in the marque’s local turnaround.

Farlow said: “With 208 years of experience, it’s fair to assume that Peugeot knows who it is.

“However, our brand activities have rarely reflected the relationship Australians have with our brand.

“Peugeot is a brand whose history is well established locally, though for the next chapter, we must stand out, stand up and be celebrated for what we are”.

Peugeot Australia’s MG of marketing Amy Slade said: “The campaign is about celebrating the style and attitude of our vehicles and the people who drive them, but in a self-depreciating way.

“It’s the effortless style and attitude of the French that makes them unique, and we think this is our main point of difference.

“We are hoping to remind people to have the confidence to be themselves, to be bold and live life how they see fit rather than following the crowd”.

The Works managing partner Paul Swann said: “It’s been a real privilege getting to know the Peugeot brand and creating this integrated campaign alongside their team.

“The success of the brand globally is testament to a clear business and marketing strategy which we have adapted and optimised for the Australian market”.

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