Mobile > Use of Mobile

THE PEUGEOT SALON

O.P.EN, Paris / PEUGEOT / 2022

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Overview

Credits

OVERVIEW

Background

After a 4 year break THE PARIS MOTORSHOW is back... and so is PEUGEOT with a show-stopping stand. Eyes will be drawn to the fully rotational ‘sphere’ which displays every angle of the 408, the alluring 9X8 Hypercar... and more.

It all makes a perfect spectacle for Parisians, but what about those who can’t make the trip?

Describe the creative idea

Le Salon Peugeot: an immersive 3D website, optimised for mobile which enables everyone to explore the PEUGEOT stand in glorious simulation.

Describe the strategy

Our project is part of an increasingly digital customer journey (70% of Peugeot’s online traffic is via mobile). This immersive experience reinforces product discovery at the top of the conversion funnel, between product campaigns and the brand webstore.

Describe the execution

Peugeot had the challenge of creating an online showroom that mirrored (and even extended) the Paris Motorshow Event, primarily on mobile. It created an immersive experience consisting of four distinctive halls with stunning virtual environments and realistic looking cars. All available without an app download.

To achieve this, Web GL was selected as the technology best capable of rendering 3D stages and car models in real time. A range of software was used to optimise the number of polygons on each 3D model, as well as managing texture and lighting effects with smooth efficiency.

The website went live two weeks prior to the Motorshow, and as the cherry on the cake, visitors are able to choose from a V.I.P. guided tour with either WEC racing driver, Loïc Duval, or the designer of the 308 and 408, Pierre Paul Mattei. The various elements of the experience come together to work seamlessly.

List the results

Limited results are available at these early stages of the experience being live. However, the results we do have are very promising. Firstly, the user experience itself is buttery smooth. Secondly, we are pleased to report an impressive average brand engagement duration of seven minutes.

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