The return of a legend
To celebrate the 30th anniversary of the 205 GTi, Peugeot released just a hundred 208 GTi Anniversary Limited Editions onto the UK market. Our challenge was to use the limited editions to drive sales of less rare 208s.
The people who loved the 205 GTi are now in their ‘responsible years’, with families, homes and careers – but they’ve still got the fire inside. We decided to let them spend time with what a GTi can do: turn the most mundane errand into the adrenalin-fuelled highlight of your day.
Working with respected artist Nathan Aardvark we created a personalised 208 GTi graphic novel, The Legend Returns, the dramatic story of a thrilling trip to the shops for a pint of milk. And a push to a TUMBLR site dialled up the excitement and nostalgia even more.
The campaign generated 1,610 attributable sales (more than 16 times the number of Anniversary Limited Editions), at an ROI of 152:1.