Bauer Media and 4Music land new Peugeot campaign

The 13 week ‘Drivesexy' campaign, launched yesterday (15 March) in the UK, promotes Peugeot's latest small marque across media brands The Box, Smash Hits, Magic and Kiss. TV activity will feature 60 second promotions and 10 second blipverts running across Bauer Media/C4 TV channels Kiss, Magic, The Box, Smash Hits and 4Music. The six-figure-deal was brokered by Bauer Media and OMD, with all creative produced by Bauer Media's in-house TV division. Kate Sturdy, media and market research manager at Peugeot, said: "The Bauer Media/C4 activity, which includes 4Music Sunday's, compliments the targeting we began last year with Kiss FM and gives us a media presence to support our dealer network across the entire UK." Bauer Media claims 4Music is now the leading music channel in the UK. According to BARB, for the nine months to September 2008, 4Music achieved a 38% market share of music channel viewing in the UK.