Peugeot South Africa launch the​ Landtrek

Peugeot South Africa has partnered with Accenture Song South Africa to launch the new Peugeot Landtrek bakkie through an experiential campaign that celebrates to South Africans' spirit of adventure. 

The collaboration culminated in the Pretty Tough Challenge: Most Dirt Wins, a four-part YouTube adventure series created to put the Landtrek’s strength, style, and versatility to the test on real terrain.

“For us, launching the Landtrek was about more than unveiling a product,” said Moeketsi Mapogo, South Africa and SSA Head of the ProOne LCV Business Unit. “Stellantis South Africa has steadily grown its brand portfolio over the past four years, with Peugeot expanding in the SUV and bakkie segments. This campaign allowed us to tell a story that speaks to South Africans who live for adventure, brought to life through a partnership that ensured the Landtrek was introduced in an authentic, relevant way.”

“At the heart of the partnership was the desire to stage an introduction that would live beyond the typical launch event,” Mapogo noted. The result was a race across the Eastern Cape, where two teams of adventurers, including wellknown influencers, tackled a set of off-road tasks behind the wheel of the three Landtrek models: the Professional Single Cab 4x2, Professional Double Cab 4x2, and the 4Action Double Cab 4x4. 

The premise was simple: it wasn’t about finishing first, but about which team could cover the most kilometres on dirt roads while still reaching the destination on time. Natural obstacles, rugged terrain, and purposeful route design showcased the Landtrek’s ability, while highlighting the beauty and diversity of South Africa’s landscapes. 

“‘Most Dirt Wins’ was born from the belief that the Landtrek deserved an introduction true to its DNA,” said Cameron Watson, Lead Creative at Accenture Song. “Instead of presenting it as a polished vehicle on a showroom floor, we set out to craft an experience that made its toughness, and its beauty, undeniable. That’s how the idea took shape.” 

By inviting South Africans to explore dirt roads and venture off the beaten path, the campaign positions the Landtrek not only as a capable bakkie but as a symbol of resilience, design, and exploration.

“This challenge tested not only the Landtrek but our ability, as a brand, to connect with South Africans’ spirit of adventure,” Mapogo added. “It shows the power of collaboration in delivering something real, relevant, and exciting.”