Diesel for Nature
Automotive industry Peugeot (Suisse) SA and its in-house agency Euro RSCG Switzerland are launching the new FAP-equipped diesel generation with surprising advertisements.
Automotive industry Peugeot (Suisse) SA and its in-house agency Euro RSCG Switzerland are launching the new generation of FAP-equipped diesels with surprising advertisements. The transport minister Leuenberger sniffing the exhaust and "his" raccoons advertising the energy label for cars (see p.12) prove it: campaigns to combat traffic emissions are still an issue. The French car manufacturer PSA Peugeot Citroën is also convinced of this. This is why the Group is focusing this year's communication on its new diesel generation - equipped with HDI-FAP technology. Behind this technological gobbledygook lies an engine with high-pressure direct injection (High Pressure Injection) with a special particulate filter (Filtre à particules) developed by Peugeot. Without such a filter, a diesel vehicle produces a whopping 3 kilograms of soot over 80000 kilometers, with FAP not even 100 grams. This corresponds to a reduction of around 95 percent. This voluntary environmental commitment is now to be communicated in various countries. In Switzerland, Euro RSCG - contrary to the trend in car advertising - created an independent presence. The basic strategic idea is based on the concept of "high-tech for nature", as Euro CEO Frank Bodin explains. In order to show that "diesel can also protect the environment" - as the claim promises - the Euro-RSCG creatives were inspired by current events: A diesel Peugeot model is the centerpiece of a staged demonstration in downtown Zurich. While people around the world are protesting against the threat of war, the cheerful "environmental activists" in their smart attire are calling for "a chance for clean diesels" as well as a reduction in exhaust emissions.
Not exactly a familiar image. After all, environmentalists don't just come from the "hardcore Greenpeace corner", says Bodin, shattering the common cliché image of the copper-wool-bast-greens. Nevertheless, the team takes a gentle but perfectly placed swipe at precisely this corner: in one of the three advertisement subjects, demonstrators in a rebellious pose have chained themselves to diesel vehicles that are not equipped with an appropriate filter.
Environmental demo for a car: Euro RSCG stages the new Peugeot diesel generation.
Automotive industry Peugeot and Euro RSCG Switzerland take aim at militant environmentalists at the launch of the new diesel generation equipped with FAP >> p. 9
PSA Peugeot CitroënWhile Peugeot sales figures in Switzerland fell by 1.7 percent in 2002, the second PSA brand achieved record figures: the number of registered Citroën cars rose by seven percent compared to the previous year. This result is mainly due to the pricing strategy that the Group is pursuing for Citroën. The PSA branch is also managed by Euro RSCG in this country, albeit by the Geneva branch. In contrast to Peugeot, mainly international campaigns are adapted there. (sk)
Simone Keller
Not exactly a familiar image. After all, environmentalists don't just come from the "hardcore Greenpeace corner", says Bodin, shattering the common cliché image of the copper-wool-bast-greens. Nevertheless, the team takes a gentle but perfectly placed swipe at precisely this corner: in one of the three advertisement subjects, demonstrators in a rebellious pose have chained themselves to diesel vehicles that are not equipped with an appropriate filter.
Environmental demo for a car: Euro RSCG stages the new Peugeot diesel generation.
Automotive industry Peugeot and Euro RSCG Switzerland take aim at militant environmentalists at the launch of the new diesel generation equipped with FAP >> p. 9
PSA Peugeot CitroënWhile Peugeot sales figures in Switzerland fell by 1.7 percent in 2002, the second PSA brand achieved record figures: the number of registered Citroën cars rose by seven percent compared to the previous year. This result is mainly due to the pricing strategy that the Group is pursuing for Citroën. The PSA branch is also managed by Euro RSCG in this country, albeit by the Geneva branch. In contrast to Peugeot, mainly international campaigns are adapted there. (sk)
Simone Keller
