11 May 2012

Let your body drive for Peugeot

- HTML, Flash

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— Launch campaign for the new Peugeot 208

Let your body drive is a prelaunch site for the new Peugeot 208 in Norway. The objective of the campaign was to create increased attention to the car prior to launch. The campaign was to showcase that Peugeot 208 is designed to give an enhanced driving experience that is more intuitive and comfortable than other cars. Individuals that would present the best body control within a competition would be given a chance to win a brand new Peugeot 208.

A brand new 208 was prepared and made ready to drive around Norway. At the same time as the campaign allowed for users to register their private addresses on a map of Norway. The contenders played body control related games in order to prove their qualities and chances for winning. The car would respond to and drive in the direction of the person on the top of the leader board. At a time when a new individual gained a new high score the car would change direction and start driving towards him or her. The contestant that the car was closest to at the end of the campaign would win the car. The car’s journey throughout the campaign was recorded and streamed live on site.

The campaign drew a lot of attention during the running period and the sales of the new 208 exceeded expectations by 10% at the end of the campaign.