How to launch a car, without a car
For the Peugeot 208 global launch, BD Network needed to target today’s lifestyle-driven, urban driver.
However Peugeot wasn’t their first choice.
So they took a different approach…
On a landmark in Rio…
…BD Network created the world’s first real-time motion-controlled projection mapping event for the global ‘Let your body drive’ campaign.
It’s the most successful digitally led car launch to date and the most pre-ordered car ever – all without a car in sight.
Signs of success
- Over 5.3 million YouTube views within 4 weeks
- 9th most shared ad on YouTube in 2011
- Just 8 weeks from briefing to the live show
