The Peugeot 208 launches globally from March 2012 and will be one of the brand's biggest launches to date.
Peugeot wanted to create a campaign around the 'Let Your Body Drive' concept with both local and global objectives;
Create a live show and event for the Brazilian market for customers, journalists, VIPs
Create a piece of viral content that would reach audiences worldwide and drive their increased focus on digital marketing
Reach 1m views on Youtube
We decided to bring Peugeot's 'Let Your Body Drive' positioning to life; literally letting someone 'drive' the Peugeot 208 before it entered production.
By linking projection mapping with motion control technology, we created a stand out event at which a performer could physically control a dynamic projection of the Peugeot 208 with the movements of his body - the physical embodiement of 'Let Your Body Drive'.
From concept to finished show, the seven week project was our ambitious response to Peugeot's brief to create a live event that would generate international engagement and awareness as well as produce a piece of world-class viral content, taking the Peugeot 208 to a global digital audience.
A two-minute film of the spectacular show went live on Youtube on 14th December 2011 and had already reached over 5.3m views by January 2012. This post-event online content allows global audiences to engage with this unique experience that embodies Peugeot's 'Motion and Emotion' brand positioning.
The most viewed car launch in history.
1,387,537 Youtube views in week 1 in 30 countries
5,307,066 Youtube views in 1 month in 30 countries