Peugeot released the world's first interactive automotive trailer yesterday, allowing viewers to truly immerse themselves in the key features of the new Peugeot 108. The trailer was produced by social media marketing agency 33Seconds, and uses WIREWAX's interactive video technology to embed clickable tags into the existing stylish 60-second clip, which features Swedish pop star Lykke Li both in a starring role and in the clip's soundtrack. Each tag leads to a pop-up animation by visual story-telling studio Nucco Brain, and each unique clip, which will be selected by the viewer at their discretion, shows off a different feature of the new 108, such as the reversing camera, seven inch colour touch screen, keyless engine start button and sliding cabrio roof. Through this video-in-video feature, as well as gaining an insight into the car's exclusive features, viewers can also book a test drive or download additional informational brochures.
Swedish pop star Lykke Li features in a starring role and in the clip's soundtrack
The trailer forms just a small part of the wider promotional material surrounding the 108, which was launched in July and involves everything from TV and digital to paid social media engagements. There is also a “Personalisation” tab on the official Peugeot 108 page, which allows potential buyers to personalise their own 108 configuration and get a taste of what it might look like in the flesh. The campaign is supported by the “This time it's personal” tagline, which might sound generic on paper, but has been inspired by the wealth of personalisation options available with the car aimed towards stylish, urban drivers. Alongside the interactive trailer, a series of Vine videos have also been launched, with the #My108 hashtag used to tie everything together via social media.
The Peugeot 108 Lykke Li Ad sans interactive features
Sebastian Underhill, director of content and social media at 33Seconds, said “Showcasing the New 108’s innovations in a fashion that would appeal to its younger, more tech savvy demographic,” quickly led them to the conclusion that an interactive film would offer “Just the right mix of message conveyance and fun.” He adds that, “Having previously worked with WIREWAX on other successful projects, and based on Nucco Brain’s reputation,” they were in no doubt as to their capabilities to deliver, and feels that “The final product speaks volumes to their creativity and professionalism.”
The trailer forms just a small part of the wider promotional material surrounding the 108
Andy Goodall, internet manager at Peugeot UK, adds that the new 108 is “As alive with innovation as it is a chic, modern driving experience,” and says Peugeot have gone out of their way to surprise drivers “By adding innovations over and above expectations.” He believes the one-of-a-kind interactive trailer “Is perfectly in line with this mentality,” as it is as unique and surprising as the car itself.
