Peugeot is teaming up with all-female electronic string quartet Bond in order to promote its Peugeot 308 CC. A micro-site will offer up a free download of a new arrangement of Vivaldi’s Four Seasons performed by the group in order to promote its new Airwave Neck Heating System - which blows controlled air around the necks of passengers, thereby making the car “the convertible for all seasons”.
The track is available as an exclusive preview download prior to its inclusion on Bond’s new album via the Peugeot website. The classical girl band star in a promotional commercial playing alongside the car, and will also perform at a number of free roadshow events when the vehicle launches on 1st June. “We were so happy to be invited by Peugeot to record our take on the Four Seasons. This is our own celebration of one of the greatest and most exciting pieces of music,” said viola player, Tania.
The auto industry has effectively had its wheels clamped due to the financial turmoil that is currently crippling the globe. The recession has seen car sales plummet – UK sales in April slumped 24% on 2008, with the turnover of new cars at its lowest ebb since 1991. Different seasons call for different measures, but music appears to be one reliable perennial here. Overly complicated and cryptic ads are clearly out, simple messages are in, and this Bond tie-in delivers the safe harbour of classical familiarity with all the necessary glamour required to provide that luxury message. A perfect fit for a trade show tour. Ford tried a similar classical tack with Alesha Dixon and its car part orchestra recently, but this has more legs - literally. “This is a great example of the new music-brand symbiosis. By teaming up, Peugeot is able to take advantage of a unique way to embed the brand into current culture, and at the same time provide a platform for Bond to reach a far greater audience with their music than they would otherwise.” Jenka Gurfinkel, Brand & Social Media Strategist.
Source: Brands Bands Fans issue #046