Getting jaded journos to switch gears for the launch of the new Peugeot 5008 SUV

Peugeot \ Vehicle Launch


2 days

A weekend drive in the Blue Mountains


Hand picked media contacts


Favourable reviews

The Challenge

When you’re launching a class-leading SUV that’s as impressive as the new Peugeot 5008, you have every right to shout about it. Peugeot wanted a vehicle launch experience as exciting as the car itself, which would leave a lasting impression on the (often cynical) media.

The Solution

Inspired by the unique design and features of the 7–seater vehicle, we designed the experience around the ‘new dimension’ of the Peugeot 5008.

Neonormal went the extra mile to immerse guests in this new dimension — from the intriguing digital invitations, chauffered rides from touchdown at the airport, bespoke refreshment packages and luxury accommodation, through to exhilarating drive routes, scenic panoramas and engaging presentations.

Every touchpoint of the journey was considered and bespoke, to deliver an unforgettable drive weekend and vehicle launch in the Blue Mountains of NSW.

With glowing event feedback and positive vehicle press coverage, it was clear that the Peugeot 5008 was right on track for an impressive Australian launch.

What was delivered was an event that I believe not only met, but exceeded expectations. Thank you!


What we did

  • Strategy
  • Communication
  • Product Launch
  • Digital + Live Experience
  • Customer Journeys
  • Design + Branding
  • Logistics