Tv Ad text response

The Peugeot TV campaign for the new 1007 model is setting up the SMS as the only contact channel. Peugeot's TV campaign for the launch of the 1007 was created by Euro RSCG. The Tv ad ends with the suggestion that ‘prospects’ can text the word 'easy' to 81007 to get more info on the car. Customers can also book a test drive, order a brochure, see animated mobisodes of key 1007 features, download screensavers and ringtones, and preview the 1007 ad two weeks before it was launched on TV. It's unclear to me which of these two publics are targeted: teens with mobiles or mobile parents? [Via 160characters.org]
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