How can you tell a simple yet innovative story to promote a complex technology to a non-car-specialist target audience? This is the challenge we faced when Peugeot asked us to communicate their latest hybrid engines system. So instead of listing all the technical specifications, we decided to show the adventure of a heroine utilizing the four driving modes of the HYbrid4 technology. We teamed up with Gerald Parel, famous for his Marvel comics cover illustrations, to bring the HYbrid4 technology to life through what we called 'The Hybrid Graphic Novel'

Launch the campaign
Published
November 2012
Topics

The Story

How can you tell a simple yet innovative story to promote a complex technology to a non-car-specialist target audience? This is the challenge we faced when Peugeot asked us to communicate their latest hybrid engines system. So instead of listing all the technical specifications, we decided to show the adventure of a heroine utilizing the four driving modes of the HYbrid4 technology. We teamed up with Gerald Parel, famous for his Marvel comics cover illustrations, to bring the HYbrid4 technology to life through what we called 'The Hybrid Graphic Novel'

Like Peugeot’s HYbrid4 technology, The Hybrid Graphic Novel had to take the form of an innovative and hybrid object. To deliver on this promise, our objective was to lean upon the hybridization of traditional comic book and digital screen experience, along with the hybridization of desktop and mobile devices. To do so, we built an experience with HTML5/CSS3 technology which allowed us to create a scrollable narrative story that adapts itself to all devices. Whether you’re reading the graphic novel on a web browser or on your tablet, the result always looks smooth and stunning.

The Technology

The Results

Within a month of activity, we collected thousands of tweets and blog posts, from marketing and communication blogs to automotive portals, all congratulating the creative and technological performance. The Hybrid Graphic Novel was even awarded Site of the Day on the FWA and received FWA/Adobe Cutting Edge awards. But aside from generating positive feedback, we managed to convey a message of innovation by opening the path for a new standard in HTML5 production.

22

original images created by Gerald Parel

1

hybrid technology

18

devices and web browsers tested

Launch Date Sept. 3, 2012