1 million. That is the number of cars that Peugeot plans to sell in Africa and Middle East in the next 10 years. To meet this challenge, Africa, most especially Southern Sahara, is the market where Peugeot plans to make its grand comeback. That is the reason behind the “Emotion est de retour” advertising campaign that the firm launched in the main sub-Saharan markets namely Cote d’Ivoire, Gabon, Senegal and Cameroon.

The campaign could cost up to €130,000. Investment in Media will cost between €80,000 and €90,000. Strategy and Creation which have been trusted to the French advertising agency Les Barbus should cost between €35,000 and €40,000. The agency, “well acquainted with African markets”, snatched the contract right before Havas Afrique and Externe Les Corsaires.

The campaign is to last the whole of Q1 2016 and restart during Q3. Activation will extend over one month. Peugeot intends to valorize a specific range of cars it affirms adapted to the needs of African consumers. This campaign also focuses on Peugeot’s history in Africa. For the Peugeot 301, it is a “return to sources”. Peugeot 2008 marks an “elegant comeback” and the 4008 model, a “forceful comeback”. Finally there is the 508 which makes a “graceful comeback”.

The 360° campaign will be made through various support including, panels, paper and digital press. The challenge here is of considerable size since Africa is the main market where Peugeot plans to make its million 10-year sales (Africa and Middle East being the targeted markets). In 2014, the firm sold 170,000 cars and recorded a growth of 19% last year. Peugeot already announced it will build a plant in Morocco in 2019. In the meantime, it signed with Morocco’s government an agreement for the establishment of an “Open Lab” which is to function based on an open innovation or knowledge-results sharing system.