Peugeot
308 Launch Campaign
Euro RSCG 4D was tasked with creating 360 marketing
campaign to support the global launch of the Peugeot 308. the
activity including Microsite, Email marketing, Direct Mail and
Press.
Microsite
& Direct Mail Experience
the inspiration of 308
Strategy:
The
site could have easily been a normal car brand experience
website. However, we decided to take it further and
create an experiential brand website that put the
user at the heart of the experience, with the product
playing a supporting secondary role. Peugeot found
its inspiration for the 308 in the perfect efficiency
found in the natural environment: Beauty, Gravity,
Integrity, Energy, Harmony. Beauty for the beautiful
silhouette of the 308 Gravity for the 308's road handling
abilities Integrity for the quality of the materials
used and attention to detail in the 308's design Energy
for the power of the 308's engine, and Harmony for
the 308's environmentally friendly features.
Solutions:
We
wanted to demonstrate the efficiency of the 308 through
the perfection of these elements in a natural environment.
Combining animation, interactivity, sound and motion,
the website captures the essence of these elements
by recreating the laws of nature. Using physic based
coding, the site allows the user to feel the power
of the 308 engine or the intensity of the 308's road
handling abilities, encouraging a sense of discovery
and deliver an emotion response, such as amazement,
surprise or humour.
The site is developed in 5 weeks from initial client
brief to final production, using flash 9, AS 3 and
papervision allowing the user experience without restraining
them to the four walls of the product itself.
