Peugeot hits the road with 308 promotional roadshow 'Driving Sensations' using Oculus Rift 3D headset

Touring major shopping centres ‘Driving Sensations’ aims to challenge perceptions of the Peugeot brand and position the 308 as a contender for the VW Golf, Ford Focus and Audi A3.

Of the activity, Victoria Scargill, manager brand advertising, partnerships and sponsorships at Peugeot said: “The new 308 truly embodies the brand’s values of excellence and is already making its mark in the market. 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.”

Taking cues from the 308 TV advertising, visitors are presented with three sensory zones that illustrate the excitement and emotional exhilaration of the 308 with the primary experience making use of the Oculus Rift 3D headset.

The two other experience zones further demonstrate the 308’s allure, with Arcstream AV partnering with Initials on all three experiences.

Phil Norris, Initials senior communications director, added: “With the Peugeot 308 recently being named as the European Car of the Year 2014, the time couldn’t be better to open people’s eyes to the fact that the new 308 provides a sensational driving experience. To do that, 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.”

Following the Gadget Show the roadshow will hit Metro Centre in Gateshead on the 25-27 April; Arndale shopping centre, Manchester, 9-11 May; Bullring in Birmingham , 23-26 May; Westfield London, 6-8 June and Westfield Stratford, 13-15 June.