Peugeot Print RCZ VIEW by Loducca

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RCZ VIEW

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency Loducca
Creative Director Cassio Moron, André Faria, Jose Augusto Guga Ketzer, Marco Aurelio Monteiro
Art Director Raphael Franzini, Renata El Dib
Copywriter Thiago Bocatto, Raphael Franzini, Mariana Rocha, Patrick Matzenbacher E Gregory Kickow
Released November 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: PEUGEOT
Product/Service: PEUGEOT RCZ
Agency: LODUCCA
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Gregory Kickow (Loducca)
Art Director: Raphael Franzini (Loducca)
Art Director: Renata El Dib (Loducca)
Copywriter: Mariana Rocha (Loducca)
Copywriter: Patrick Matzenbacher (Loducca)
Copywriter: Raphael Franzini (Loducca)
Copywriter: Thiago Bocatto (Loducca)
Web Developer: Raphael Franzini (Loducca)
Account Director: Luiz Tosi (Loducca)
Account Director: Claudio Leal (Loducca)
Account Group Director: Clineu Junior (Loducca)
Media Manager: Reinaldo João (Loducca)
Media Supervisor: Ana Maria Piassi (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Planning Vice President: Ken Fujioka (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media placement: Web - Hotsite - 22/nov/2011

Describe the objective of the promotion.
The main objective of this campaign was to draw attention to the launch of the new Peugeot RCZ, relate the brand to the concept of technology and innovation and drive people to Peugeot dealers.

Describe how the promotion developed from concept to implementation.
The idea behind the website is that if Google Street View has photos of millions of addresses worldwide, why not gather all photos between 2 addresses and create a new way to experience routes?
First we ask the user to enter his route. Then we track all points (latitude and longitude) that make the route. Then we pull from Google Street View the photo of each point and we organise all the photos one after the other and play the sequence as a stop motion movie. Then we invite users to try the route to the nearest Peugeot dealer.

Explain why the method of promotion was most relevant to the product or service.
Normally people who buy a sports car like to show off, so based on this truth we created an innovative website for them to share with others to show how cool they are, the same meaning of showing off a car.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The strategy of the campaign was to draw attention to the launch of the new Peugeot RCZ in a unusual way, showing not only the sport car design but showing a different experience of going from one point to another with the car.
From the launch (in November) until March:
• 47,000+ visits;
• 3 minutes of average time on site;
• 11,300+ routes created;
• Worldwide media coverage, including: Fast Company, The Next Web, FWA, Brainstom 9, etc.