Fifth Gear

Fifth Gear, MediaCom with PSA / Peugeot
To put Peugeot on the lips of UK car enthusiasts, and make it ‘the’ brand they were recommending to friends and family, Peugeot brought back cult motoring show Fifth Gear. Leveraging the credible voices of the hosts, we produced a bespoke content series reviewing Peugeot cars. It became the most-watched Fifth Gear season since 2011, 1.7m viewers tuned in and brand consideration among viewers leapt to 55% – increasing to 65% among those who remembered Peugeot’s association with the programme.

Media Director: Paul Kershaw
Senior Planner/Strategist: Rory Graham