The Peugeot brand and the Masaryk Institute of Advanced Studies have embarked on a joint project in which students of the CTU can engage their creativity and talent and present their own vision of the car, electromobility and the Peugeot brand. The challenge for the students who apply is to express the term "Allure" as a core value and the very essence of the Peugeot brand in a photography or video.
"Allure, together with Emotion and Excellence, are among the main pillars of the Peugeot brand. The word Allure has no clear equivalent in the Czech language, so we decided to express it in an image. Last year, our ambassador, actor Radim Fiala, did a great job of this task, shooting an impressive video on the theme of Allure with a Peugeot 408 in the Romanian mountains. And that inspired us to try something similar this year. But this time, we wanted to challenge the students and find out how the younger generation perceives the essence of Peugeot's appeal and how they can creatively portray it. And so a joint project between Peugeot and CTU was born. We are very pleased that the Masaryk Institute of Advanced Studies has been helpful in this endeavour, and we look forward to seeing the students' works. We will be happy to present them to the public," says Jiřina Nováková, Marketing Director of Peugeot in the Czech Republic.
As part of "Capture Allure", teams of two to five CTU students who apply for the project will be given three Peugeot electric cars: the E-208, E-308 and the new E-3008. The task for participating students is to express Allure through a photo or video while describing what their work expresses, how it captures the appeal of the brand, and how the students would present their work on social media. The best works in both categories will be financially rewarded. The winning team will receive CZK 25,000 for the best video and CZK 15,000 for the best photo. Student teams can compete in both categories.
"From a teaching point of view, the project is invaluable because students get to experience creating multimedia content with a real product. They will create videos and photographs focused on the attractiveness of Peugeot electric cars, thereby learning not only marketing techniques but also skills in digital content, consumer trend analysis and the environmental aspects of modern mobility. In addition, students can process their results and use them for term papers and assignments," explains Ing. Oldřich Bronec, CSc., the guarantor of the Management of Modern Production Technologies specialization at CTU MIAS, who was at the birth of this project and has long been dedicated to linking teaching with practice and strengthening the university's cooperation with major partners from the automotive industry.
The announcement of the competition aroused a great response among the students. The project, which kicked off with an initial presentation at the university on 30 September, already has 62 registered students divided into 23 teams. More interested parties can apply during the competition. The deadline for finished creations and the end of the competition will be November 22. The actual evaluation and award ceremony will take place on 12 December 2024 at CTU Rector's Office.