Initials takes Peugeot's Driving Sensations campaign on the road

Agency Initials has been appointed by automotive brand Peugeot to launch its latest vehicle in a UK-wide sensory experiential campaign.

Intials plans sensory experience for Peugeot 308 roadshow
Intials plans sensory experience for Peugeot 308 roadshow

The activity will form part of the ‘Driving Sensations’ campaign launching Peugeot’s 308 hatchback, and will tour major shopping centres. It will start with a soft launch at the Gadget Show Live on 9-13 April at Birmingham’s NEC. It will then head to the Metro Centre in Gateshead (25-27 April), Manchester’s Arndale shopping centre (9-11 May), the Bullring in Birmingham (23-26 May) and both Westfield shopping centres in London (6-8 June and 13-15 June).

It aims to challenge people’s perceptions of the brand, positioning the vehicle as a contender to the VW Golf, Ford Focus and Audi A3.

Visitors will be presented with three sensory zones illustrating the experience of driving the Peugeot 308. The primary experience will require participants to wear a 3D headset providing an immersive, 360-degree experience including rally driving, skeleton ice tubing and wingsuit proximity flying.

Two other experience zones will demonstrate further aspects of the vehicle. Its lighter weight will be conveyed by a digital projection of falling feathers, which will move in sync with a person’s interaction. The Peugeot i-cockpit experience will include a steering wheel which will be hooked onto a Van de Graff generator. When users hold the steering wheel the hairs on their head will stand on end.

Initials is partnering with interactive technology specialist Arcstream AV on all three experiences.

Victoria Scargill, manager of brand advertising, partnerships and sponsorships at Peugeot, said: "The Driving Sensations tour will look to build on this success by allowing consumers to understand the thrill of driving the new 308, as well as appreciating its impeccable design and quality throughout.

"Initials has created an imaginative roadshow that will bring this award-winning car to the people and immerse them in its world."

Phil Norris, senior communications director at Initials, added: "We have devised a campaign that avoids the standard approach of automotive roadshows and involves visitors in an exciting participatory event that also conveys the real essence of what it’s like to drive the 308.

"The new car is class-leading and engaging, and the three activities we are featuring use innovative technologies to engage the senses similarly."

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