RCZ TEST DRIVER

Objective

Peugeot launched the RCZ, a sports coupe positioned as an agile, performance-oriented vehicle for a young and tech-savvy audience. The brand needed an innovative digital campaign to showcase the car's handling capabilities and desirability beyond traditional test drives, leveraging interactive technology to create engagement and viral potential.

Solution

An HTML5-based interactive game platform where players configured their own RCZ vehicle using an advanced car configurator, then engaged in gameplay scenarios controlled via smartphone-as-remote, tablet, or desktop. The core experience involved evading pursuers in a high-speed chase, demonstrating vehicle agility. The campaign included multiple game modes: a Nürburgring racing challenge where players competed against Peugeot's professional rally driver using mobile gyroscope controls, and the #RCZRace experience that extended gameplay into Twitter, turning the platform into a competitive multiplayer environment. All content was built with HTML5 and video assets, emphasizing responsive design across mobile and desktop.

Results

RCZ Test Driver won Site of the Day award on Awwwards on March 24, 2013 with a score of 7.54/10. Specific metrics for engagement, player counts, or sales impact were not published in the publicly available sources examined.