The French car manufacturer has tied up with Vodafone Target, the firm's mobile marketing arm, to promote its 1007 super-mini model, which launches this summer and is being aimed at the younger end of the market.
A 3G ad sent to Vodafone users will include the shortcode 81007, which consumers can text if they want more information on the car.
The ads will then be adapted and screened as TV commercials. All marketing material will carry the shortcode to encourage customers to text for a test-drive, literature or mobisode (video clip) downloads showing the car in action.
Four key product features of the 1007 will be electronic sliding doors, interchangeable interiors, modular seats and semi-automatic doors.
Separately, Vodafone is launching a £5m ad drive to promote its 'Stop the Clock' offer, which lets customers make calls of up to an hour during the evening or weekend and only pay for the first three minutes.
The ads, created by JWT, will run across magazines, TV, radio and online. They will use the strapline "Sometimes life's more than a 3-minute conservation".
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