Peugeot is supporting the UK launch of its 208 GTi with an ‘experiential campaign’ by Initials Marketing.
The ‘GTi is Back’ campaign aims to build on the success of the 1980s 205 model.
A national roadshow over nine weeks will take in major UK shopping centres including Glasgow’s Braehead, Birmingham’s Bullring and London’s Westfield.
The stands will feature music from the 1980s to present day, accompanied by a troop of professional dancers from retro breakdance to modern street dance.
Nick Crossley, brand advertising, partnership and sponsorship manager at Peugeot, said: “The much-lauded 208 GTi brings a new dimension to the world of the performance hatchback with a lighter, more powerful, more capable and sure-footed vehicle which is suitable for everyday use.”
Phil Norris, project director at Initials, added: “We wanted to visually illustrate how the model has evolved from the 1980s and why consumers who loved it then will love it today.”
Peugeot will also be displaying the new 2008 Crossover and new RCZ Sports Coupé.