Peugeot is embarking on a national roadshow as part of the ‘GTi is Back’ campaign to increase awareness of the vehicle, which went on sale in March and is a car that builds on the business’ 1980s 205 model.
From 7 June, the brand will be visiting six shopping centres across the UK for nine weeks, including Glasgow’s Braehead shopping centre, Birmingham’s Bullring and London’s Westfield.
At each location, the 208 GTi stand will be brought to life with music spanning from the 1980s to the present, and professional dance troops will perform different styles of dance popular throughout the decades. This will range from 1980s-style breakdancing to modern street dance.
The stand will also feature an old 205 GTi model, which will appear to pass through a time tunnel and come out the other end as the newer Peugeot vehicle.
Phil Norris, project director at Initials, said: "The 208 GTi is an exciting new build on the classic 1980s 205 model – a car which was known for its revolutionary, attractive design and offered a very different look and feel for the Peugeot brand at the time.
"Through the experiential campaign, we wanted to visually illustrate how the model has evolved from the 1980s and why consumers who loved it then will love it today."
He added that the old Peugeot model holds an emotional connection with mainly an older audience, and the brand wanted to connect consumers to the new 208 GTi in the same way, using a tailored approach to target younger drivers.
The company will be displaying its 2008 Crossover and RCS Sports Coupé models on the stand as part of the campaign.
Nick Crossley, brand advertising, partnership and sponsorship manager at Peugeot, said: "Through the ‘GTi is Back’ campaign, we want to help existing, previous and potential Peugeot customers rediscover the fun of the GTi model.
"Initials Marketing has come up trumps with an experiential campaign that captures the essence and fun of the GTi model with activity that brings the GTi experience to life."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.