Sales of the new Peugeot 108 have passed the 5,000 mark just three months after it was launched, with a record-breaking TV ad campaign credited by the manufacturer for boosting orders for the popular city car.
The television commercial produced in conjunction with mobile music identification app Shazam aired during Saturday and Sunday evening broadcasts of the X-Factor, and allowed viewers to log onto a website where they could either download a free track or design their own 108. Some evenings saw the latter option triumph by more than double, and with over 150,000 tracks logged the ad has become the most successful ever recorded by Shazam.
The advertising strategy has been credited, along with Peugeot’s ‘Just add Fuel’ leasing scheme, with increasing the brand’s popularity with younger car buyers. Statistics show that 108 buyers are, on average, seven years younger than buyers of the 107 model it replaced, while 61 per cent of orders have come from customers new to the Peugeot brand.
Since the order books opened in July, half of orders received have been for the five-door hatchback model, compared to 24 per cent of buyers opting for the three-door option. The Peugeot 108 Cabrio TOP! model accounts for the remaining 26 per cent of orders.
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