Peugeot shuns TV for social media launching RCZ R campaign on Vine
Peugeot has shunned TV advertising by choosing to launch its RCZ R campaign using Vine.
The social media platform was chosen by the brand as it mirrors the 0-60mph capability of the new model, with the campaign itself developed by creative agency BD Network.
Of the campaign, BD Network business director, Shelia Buchet, said: “We wanted to break with conventions and create a new design code for the car that would provide customers with a new and surprising memory of the Peugeot brand. The R-rated campaign is about pushing life to the limits and we feel that as a team we embraced this. We hope consumers embrace it too.”
A teaser campaign, made up of a series of nine 5.9” videos, showcases the cars 0-60mph rate. Of those nine videos, the first four don’t even feature the car, but instead focus on artists/performers working within their field of expertise as an emotional expression of the RCZ R.
The boxer symbolises power and performance; the artist, design and technique; beauty and seduction is represented by the dancers, and the chef stands for expertise and precision. The following five teasers focus on a key stylistic or performance attribute of the car, filmed from a tightly cropped angle.
In addition to the six second Vine executions Peugeot has also created 15 second iterations for Instagram, both giving glimpses of the car but never showing it in its entirety as the whole car will be revealed in a 60” film airing on YouTube on 11 February.
BD Network designed the videos with sharing across social channels specifically in mind, though the videos will also feature in the Peugeot online showroom.
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