Thursday 24th Jul 2014
Thoughts and insights from the World of Initials
Posted on April 18, 2012 by JF
Peugeot is backing the UK launch of its 208 model with a multi-channel campaign created by a cross-agency team led by INITIALS Marketing. The campaign includes experiential, digital and promotional activity, in what is set to be the car maker’s most important launch for a decade.
The Peugeot ‘Let Your Body Drive’ campaign kicks off with a viral push seeded on YouTube, which features internet sensation Dubstep dancer Marquese Scott, aka Nonstop of the dance crew REMOTEKONTROL. Scott, who has more than 40 million views for one dance clip alone, dances to the Rudimental track, ‘Feel the love’, which was sourced by INITIALS who also produced the video with Rubber Republic. In less than a week the video has caught fire, with 300,000 views.
Experiential activity featuring street dancers in shopping centres commences at the end of April with an exciting routine that reflects the intuitive nature of driving and underlines the global positioning for the 208.
This viral story has been covered by several publications, however you can find the launch story with Marketing Magazine.
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