To introduce its 208 model in the UK, Peugeot launches a multichannel campaign entitled ‘Let Your Body Drive.’
Created by INITIALS Marketing, EHS 4D, and OMD, the campaign kicks off with a video spot featuring dubstep dancer Marquese Scott (aka Nonstop of the dance crew Remotekontrol) dancing to the Rudimental track, ‘Feel the love’.
The YouTube spot will be supported by a national roadshow that will be presented in seven shopping centers including Bristol’s Cabot Circus, Birmingham’s Bullring and London’s Westfield. The roadshow that kicks off on April 27 will introduce the new car to consumers. The presentations will feature street dancers, including dancer and choreographer Super Malcolm, who will be performing to the Rudimental track, reports The Drum.
Additionally, fans will be invited to upload their own ‘Bodydrive’ video for a chance to win a trip to stay in a VIP villa in Ibiza for a week with seven friends and enjoy the closing parties of summer 2012. The contest opens on 25 April 2012 and will be open until the end of June 2012. The 208 model goes on sale in the UK on June 28 2012.
Nick Crossley, brand advertising, partnership and sponsorship manager at Peugeot, says: “The new 208 represents a huge step in the evolution of the ‘20’ series. It’s a completely new car that we’ve built from the ground up and pushes the boundaries of original Peugeot designs, making it the most stylish of the supermini class.
The Bodydrive campaign complements the interactive nature of the 208, from the dashboard to the integral interior design of the vehicle, which is deceptively spacious. INITIALS Marketing has sourced an exceptional talent in Marquese Scott, who perfectly reinforces the messaging of the 208 model: a dynamic, lightweight, ergonomic vehicle that moves with the driver and not the other way round.”