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Announcing the Lion’s New Den


Peugeot is an award-winning French brand of automobiles known for its reputable cars. The family business, founded in 1810, started with a steel foundry that soon started making hand tools and kitchen equipment, and then bicycles. On 20 November 1858, Émile Peugeot applied for the lion trademark that we see today on the current Peugeot companies.

The brief

Peugeot was struggling to maintain its high-quality reputation in Saudi. The brand briefed XELEMENT to use our deep insights and bold approaches to flip the script and reimagine how the global automotive manufacturer could better connect with its local Saudi audiences by announcing AlMajdouie as the new distributor.

excelling the brief

Using a combination of research and deep-rooted understandings of the culture, XELEMENT launched a campaign that creatively spun the nature of the relationship of the Peugeot - AlMajdouie partnership. Parallel to the campaign, XELEMENT went the extra mile to coordinate a launch event that gave stakeholders a closer look at what the new partnership meant for them today and in the future.

the result

The brand’s new positioning uses the strengths of the global European car brand mixed with the trusted local distributor to create a real impact on the public’s perception.

This new style of communication was a first for Peugeot in Saudi and led to a new and improved experience of the brand overall.