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By John Glenday | Reporter

April 16, 2012 | 2 min read

Peugeot has hired Dubstep star Marquese Scott to front the UK launch of its 208 model in a multichannel campaign led by INITIALS Marketing.

Incorporating experiential, digital and promotional activity the campaign is being led by a viral video in which Scott dances to the Rudimental track ‘ Feel the Love’.

This clip will be followed up by a national roadshow around seven major shopping centres including Bristol’s Cabot Circus, Birmingham’s Bullring and London’s Westfield, where streetdancers will bring a 208 stand to life.

In addition anyone who uploads a video showcasing their own moves will be entered into a prize draw to win a stay in a VIP Ibiza villa for a week with seven friends.

Nick Crossley, brand advertising, partnership and sponsorship manager at Peugeot, said: "The new 208 represents a huge step in the evolution of the '20' series. It's a completely new car that we've built from the ground up and pushes the boundaries of original Peugeot designs, making it the most stylish of the supermini class.

"The Bodydrive campaign complements the interactive nature of the 208, from the dashboard to the integral interior design of the vehicle, which is deceptively spacious. INITIALS Marketing has sourced an exceptional talent in Marquese Scott, who perfectly reinforces the messaging of the 208 model: a dynamic, lightweight, ergonomic vehicle that moves with the driver and not the other way round."