A unique event for an unparalleled launch and worldwide digital buzz
Peugeot chose Rio de Janeiro as the backdrop for an exceptional event, calling on an original combination of technologies, simultaneously deployed for the first time, so as to generate a pre-launch global buzz around its new emblematic model, the Peugeot 208.
After the release of the initial details of the car on 2nd November, this event represents the second key stage in the 208’s pre-launch activity.
A show at the heart of the Carioca city and worldwide distribution on the web.
The highly spectacular show was held at Cinelandia Square in Rio de Janeiro, the iconic cultural and social site of the Carioca city, on the evening of the 8th December in front of thousands of spectators.
The choice of Brazil symbolises the internationalisation of the Peugeot brand and also ties in with the 208’s “Let Your Body Drive” signature.
An initial teaser film was shown on the web on 9 December. The entire video of the event allowing the sensorial experience to be enjoyed “live” is now being shown on the web and via the YouTube and Facebook social networks as part of a bid to go viral internationally. It can be viewed as of 9am Paris time at: www.youtube.com/Peugeot
A show boasting state-of-the-art technologies
Symbolising the modernity of the Brand and the product, this show combines use of cutting edge technologies (3D projection mapping and Kinect) to which a 4th dimension has been added in the form of direct interaction with the public.
In the course of this show, spectators were given a chance to bring the “Let Your Body Drive” signature to life by collectively interacting with the music of the event.
A car with international ambitions, manufactured in Europe and Latin America.
Peugeot has high hopes for the 208, heir of the successful 2 series, and this new model will have an international vocation with staggered launches between March 2012 and March 2013.
In Europe, it will be produced at the Poissy and Mulhouse plants in France and at the Trnava plant in Slovakia. To serve the needs of the Latin American market, it will also start rolling off the production lines at the Porto Real plant in the State of Rio de Janeiro in 2013.