But for Peugeot, or any other businesses out there considering this approach, it's not about finding a low-key launch strategy that will work for your brand. As with most successful marketing, it's about creating the unexpected to gain impact, or using the unexpected to build closer relationships with your fanbase (or consumers).
Brands have always done this. But previously the unexpected bit was in the message rather than the media plan or PR strategy. The job of the marketing and communications was to deliver a point of difference from its competitors, snugly wrapped in an emotional and memorable blanket.
But today we consume media differently, so the way businesses tell us about something has to be as creative and unique as the thing they're telling us about.
