Google launches world’s fastest driveable banner featuring the Peugeot 308 GTi via Havas, Sydney
Together with Google and Peugeot, Havas Worldwide have launched a world-first interactive test drive mobile banner. Audiences could tap a mobile banner on a leading Australian car website and using Google Maps API they could virtually test drive a Peugeot 308 GTi, for their chance to win the car for the weekend.
In a depart from traditional automotive advertising, the campaign put users in the driver’s seat, giving them a rare opportunity to test drive the speedy Peugeot 308 GTi.
A simple tap of the banner on CarAdvice.com.au seamlessly lead users to a Peugeot dealership, using Google Maps API, and started their virtual test drive. Drivers navigated a Peugeot 308 GTi using their phone’s accelerometer and had the opportunity to test 308 GTi features like ‘sports mode’. If drivers found the hidden location they were invited to enter the draw to win the car for the weekend.
The application also captured user data to be leveraged in on-going communications between local dealers and potential leads.
Says Stuart Turner, co-executive creative director, Havas Worldwide Australia: “Most people have their mobile phone with them at all times. With access to Google Maps API we could solve our problem, of getting more people to test drive the car, by adapting technology they use every day in a smart, useful way.”
Says Dimitri Andreatidis, head of marketing, Peugeot: “The 308GTI is the latest hot hatch from the Peugeot family and represents the motion and emotion of our performance DNA. This Havas Worldwide and Google initiative brings elements of the product to life in an engaging and relevant way.”
The technology, a first of its kind, can be applied across virtually any brand or category, using the viral trend of gamification to engage consumers on a competitive and fun journey.
Client: Peugeot Australia
Head of Marketing: Dimitri Andreatidis
Digital Communications Manager: Mark Leonard
National Brand Manager: Aaron Thomas
Creative Agency: Havas Worldwide
Executive Creative Director: Stuart Turner
Creatives: Alex Bolderoff & Helen King
Designer: Nic Adamovich
Front-end Developers: Trevor Ko & Brad Coates
Group Account Director: Nick Braddy
Account Director: Amy Bennett
Senior Account Manager: Lawrence Pretty
Digital Producer: Olivier Boulbain
Media Agency: Vizeum
1 Comment
Australia, the only country in the world that still talk about banners!