Turning smartphones into an immersive virtual reality driving experience
Challenge
Help a global car manufacturer design a brand experience that allows consumers to check out the new Peugeot 3008 while generating leads for local dealers.
Outcome
A mobile VR brand experience immersing potential buyers into the new Peugeot 3008 and having them “drive” it anywhere, anytime.
Impact
Webby award-winning campaign that resulted in an increase in the number of test drives by 75%.
75%
increase in test drives
Strategy
Peugeot wanted to build upon their existing TV commercial and create a VR experience in which customers see the road through the eyes of the new Peugeot 3008.
Customers expect personalized experiences while doing research to buy a new car. Buying a car is a highly emotional decision and customers are looking for information about a car’s abilities as well as technical features and other specifications. The experience was designed around educating customers on key product features of the Peugeot 3008 using immersive VR technologies.
Creative
The design challenge was to create a campaign for which there were no guidelines. The campaign kicked off with a TV commercial on national television that was supported by a media strategy, for which we produced all related material and content like email campaigns, banner sets and even the cardboard VR goggles for local dealerships.
We created a 3D world in VR that resembled the world from the TV commercial, allowing for a seamless transition from the commercial to the VR experience. To make the experience highly accessible, we gave customers the opportunity to use their web browser to experience the VR campaign. Thus pushing the boundaries of WebGL and shaders.
The sound design was made in-house, and was inspired by dance beats from the Prodigy era. Most of the design was executed in After Effects and translated as precisely as possible into code. We researched not only the car but all its technology and target customers while working closely together with the motion and development departments, keeping the message coherent through all disciplines.
‘At Peugeot we continuously try to work with the newest technologies to get in touch with people and to let them experience our products. The collaboration with DPDK allows us to do this and to create original projects and successful campaigns.’
Technology
This interactive experience is completely built on top of WebGL using ThreeJS. We tapped into the technology of using smartphones as a game controller: tilting left and right to steer across the road and to speed up or slow down. When driving down a steep hill, users have to keep their phone at an exact angle to stay safely on the road. The build also connects forms to the internal infrastructure of Peugeot to generate leads.
System Integrations
Peugeot API for XML form data
Tech partners
Highlights
Being part of a huge marketing campaign for a leading car manufacturer.
Creating an immersive VR experience using imaging, sound and the latest web-tech.
