Peugeot - Driving Sensations
Teaming up with creative agency INITIALS Marketing, we created a state of the art sensory experience to showcase the New 308 vehicle for Peugeot and challenge the brand perception of Peugeot.
INITIALS Marketing designed a unique pop-up which showcased two Peugeot 308 vehicles and three interactive pods created by us. The primary experience was a virtual reality pod where consumers were invited to wear an Oculus Rift 3D headset and explore an 80 second, 360 degree, jaw-dropping adventure. We created bespoke content which took users through a thrilling racecourse rally drive in the New Peugeot vehicle before swooping across mountains in a wing suit and finally down icy crevices on a bobsleigh track.
In the second pod, the team created an augmented reality experience which introduced visitors to the lighter body of the New Peugeot 308. The pod was branded with the caption “140kg lighter than the previous 308” and included a large LCD screen. Using a bespoke built augmented reality application and 3D camera technology, users saw a silhouette of themselves, covered in feathers; the feathers reflected the movements of the user to demonstrate the lighter feel of the car.
The third and final pod was designed with the key message “Dare to 308” and conveyed that the thrilling experience of driving the latest Peugeot 308 could make a driver’s hair stand on end. What better way to demonstrate this than static electricity? By connecting a Van de Graff generator to a 308 steering wheel within the pod, static energy made a user’s hair stand on end when holding the wheel. With a bespoke touch-screen application and HD webcam, the pod could capture the moment to share on social media.
Alongside the nationwide tour, The Peugeot Oculus Rift Experience also featured at Gadget Show Live and Goodwood Festival of Speed, an integrated PR and social media campaign delivered a wider reach, generating 1,240,590 OTS in industry coverage, and realigning the common perception of Peugeot as more fun and exciting.