Peugeot shifts gear to art world

Shanghai - Peugeot has launched its 207CC model in Greater China, using a series of events in Shanghai to kick start a wave marketing activity aimed at the younger, more savvy consumer.

The campaign aims to position the marque as an affordable fashion and status item, while reinforcing the reliability and innovative features of the car.

The "Be Magnetised" events, launched by Spark Communications, have been backed by a series of print on online advertisements, aimed squarely at successful Chinese in their early-to-mid thirties.

The Peugeot 207CC was also officially launched to the motor trade and selected media at Shanghai's art centre, Shanghai Sculpture Space.