Digital creative agency DPDK and Peugeot launch an interactive virtual reality experience ‘Catch the Dragon’ to introduce the new Peugeot 208.
This campaign is a follow-up of their very successful campaign for one of Europe’s biggest car events, the AutoRAI in which visitors got a chance to do an interactive test drive by combining the Oculus Rift with leap motion technology and drone images.
To introduce the new Peugeot 208, DPDK was required to create a campaign that would perfectly match the international TVC. The result is an activation that marries the TVC with virtual reality images. In the film-meets-game, the consumer is challenged to catch the dragon that comes to life in the TVC.
Karin Sijbring, Manager Brand Marketing and Communication Peugeot the Netherlands, said,
dpdk managed to strengthen the international TVC in an unique way, with local, digital communication that literally brings the dragon to life.
The campaign can be experienced on Google Cartboard, as well as on mobile and desktop. By combining WebGL 3D and the integration of a 260-degree video, there is no need to download an app in order to participate. DPDK has successfully pushed the boundaries of current mobile browser capabilities.
Pim van Helten, CEO of DPDK, said,
To ensure full focus of the participant, during the production prototype of the gameplay, we constantly pre-tested it. Also, at the AutoRAI we closely monitored how people reacted to interactive VR experiences. We used these insights to optimize the campaign and to realize a complete experience on both mobile and web.
The film-meets-game combination consists of a mix of 360-degree images and a virtual 3D world. The 360-degree images were shot at one of the most beautiful roads in Europe, in the South of France. These images are combined with a virtual 3D world that is rendered in a low-poly stylized look and feel, and includes handmade animations.
Try to catch the dragon here.
DPDK is a creative full service agency that has a strong focus on digital interactions. dpdk is responsible for the creation, strategy, technology and production of interactive experiences and creative digital platforms. Their clients include as Peugeot, Grolsch, Ikea and many more. They have also been received various awards and accolades at numerous events like FWA’s, Dutch Interactive Awards and Spin Awards.