With more than a thousand possible customizations, you're not simply buying a Peugeot RCZ, you're buying your very own unique RCZ. For the first time, we wanted to combine the thrill of an interactive car chase with the experience of customizing your own car.

Launch the campaign
Published
May 2013
Topics

The Story

With more than a thousand possible customizations, you're not simply buying a Peugeot RCZ, you're buying your very own unique RCZ. For the first time, we wanted to combine the thrill of an interactive car chase with the experience of customizing your own car.

First we imagined a car chase. Then we thought, "What if the driver could call us for help, to escape the chasing pack?" We conceived an interactive experience allowing the user to influence what happens in the video with his smartphone. The player customizes his car so that it fades into the backdrop, thus discovering the number of options available to him. Our first success was to do this in HTML5, for the site to work on all devices. Then even better: enabling smartphones to interact with desktop computers as a remote control, with a very low latency!

The Results

During the first week, over 500,000 visitors configured their car on rcz.peugeot.com to help the scientist escape and 40% of them went to the virtual showroom, downloaded a brochure or booked a test drive.

7

RCZ colors

12

RCZ rims

756

combinations

Launch Date March 4, 2013