Saturday 25th May 2013
Thoughts and insights from the World of Initials
Posted on December 6, 2012 by JF
Our Peugeot Let Your Body Drive campaign continues to hit the headlines. It’s already won Gold for Best Integration/Amplification and a Silver for Best Product Launch and has now been revealed as the second most viewed video on YouTube in 2012.
This week’s Marketing Week, Campaign and Brand Republic are all carrying the story, so we thought it worth giving the background to the campaign.
The multi-channel initiative was the pre-launch strategy for the new Peugeot 208 and designed to generate interest in the brand from lapsed and new prospects. The agency created an integrated campaign encompassing experiential, digital and promotional techniques designed to stop people in their tracks in such a way that they would want to know more about the car.
Using the medium of dance to convey the Let Your Body Drive message, internet sensation Marquese Scott was commissioned to perform a dance to the No.1 single ‘Feel The Love’ by Rudimental, selected by INITIALS as a track with chart-topping potential prior to release. The content, which became a viral hit with incredible rapidity and outstanding results, was seeded through social media channels and was deliberately unbranded in order to create excitement, anticipation and intrigue. The control shown by Marquese over his body and his astonishing ease of movement reflected the intuitive nature of driving and underpinned the global positioning of ‘Let Your Body Drive.’
The viral movie was supported by an experiential campaign, a national roadshow in seven shopping centres to showcase the car to consumers. At each destination, the 208 environment was excitingly brought to life with street dancers performing to the same Rudimental track to synchronise the viral success. Xbox Kinect technology was used to physically bring to life the ‘Let Your Body Drive’ sign-off giving consumers the opportunity to create competition Youtube videos using similar bodily movements.
Results are confidential but exceeded our most optimistic expectations, and are endorsed by this latest accolade. But hey, only the second most popular YouTube video of the year? We simply must try harder!
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