Agency: Euro RSCG, Dusseldorf
Art Director: Alexandros Antoniadis, Felix Glauner, Karl König
Copywriter: Martin Venn
Photographer: A. Zander, Nastenok
Illustrator: Siggi Diersch

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: The new Peugeot iOn is a modern and stylish, environmentally friendly vehicle without sacrifice.
2. Affective: The viewer should feel excited about a new technology and intrigued about what the vehicle looks like.
3. Conative: Viewers should feel compelled to seek out the car to see what it looks like and just how efficient it really is.

Positioning
To peek interest, print ads will not feature the vehicle and will instead focus on its 100% electric power to drive sales. To do this, clever ties between electricity and features of the vehicle will visually illustrate how components of a traditionally fueled vehicle have been “electrified.”

Consumer Promise
The new iOn is 100% electric and doesn’t sacrifice power or amenities.

ADDITIONAL EXECUTION

1. Visual: Dark and stylized shot of an all chrome wrench that’s surrounded by beams of electricity.
2. Copy: 100% Electric Torque. The New Peugeot iOn.