Millennials are perhaps the most coveted target market in all of ad land, so when it's certainly not surprising that a campaign would devote itself entirely to the tech and online savvy members of Generation Y. As the latest brand to realise that millennials are a worthy audience with a decent amount of disposable income and an unhealthy fascination with social media, Peugeot launched a new social and online campaign this week for its new Just Add Fuel insurance finance package, which is aimed at helping young people who want to buy their first car.
“We’ve utilised social media through the use of creative content which shows a younger audience that Peugeot understands the challenges they face”
Just Add Fuel is a deal that allows the owner to pay a fixed low monthly fee, which includes insurance, three years’ warranty and road tax. This is obviously perfect for first time drivers, and JAF has now been made available to millennials for the first time because it now comes with telematics (technology that monitors the quality of your driving), which means millennials can now afford to drive a brand new Peugeot, instead of the usual option available to them; doing up an old banger with a dodgy 2 litre engine and a cheesy spoiler.
Just Add Fuel
The campaign, created by Stack, features two online films and is inspired by the problems that arise when you can’t afford a decent car. The first film, which is aimed squarely at male millennials, follows a young man about to go on a date. We see the wonderful possibilities he imagines in the run up to the big event, but in the end his old car lets him down and the reality doesn’t match the fantasy. It's a short, sharp, colourful and typically energetic spot with the style of a particularly quirky teenager that should sit well with a generation for whom 30 seconds seems like an eternity. The ad will be followed by another film, this time targeting female millennials, with both films set to run on Facebook, Instagram and YouTube for six weeks.
“The content is a fast and funny delivery, which makes them both re-evaluate the brand, and share with their mates”
Helen Main, Communications Manager at Peugeot, said: “Whilst we’ve already talked to parents through more traditional channels about the benefits of Just Add Fuel, we’ve now utilised social media and digital channels through the use of creative content which shows a younger audience that Peugeot understands the challenges they face. The content is a fast and funny delivery, which makes them both re-evaluate the brand, and share with their mates.”
