RCZ Test Driver
- Brand
- Citroën
- Year
- 2013
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- 60fps
- With
- CIRCUS
- With
- BETC DIGITAL
Objective
Peugeot needed to carry the buzz from its "Catch the Thrill" TV spot for the relaunched RCZ coupe into an interactive experience, letting people spec the car without falling back on a standard dropdown-menu configurator. The brand wrapped the configurator inside a story instead, timed to launch alongside the car's reveal at the 2013 Geneva Motor Show.
Solution
The site drops you straight into the next scene of the TV ad: a scientist has stolen the RCZ for a joyride and security is chasing him through the night. To keep the car from being identified, you swap its paint colour, wheels, arches and decals on the fly while the chase is running — every choice you make changes the car you're watching flee across the screen. Pair your smartphone with the browser and the phone becomes the remote for those changes, with the driver texting you in real time to ask for a different colour or a new set of rims. The session plays out as one continuous getaway, ending when the disguise holds and the driver gets away clean.
- 1
Players arrive at rcz.peugeot.com as a continuation of the TV spot "Catch the Thrill": the site is a fiction story about the new RCZ, not a model catalog or configurator page.
- 2
The story picks up where the ad left off: a lab scientist steals the RCZ for a night test drive, and security sets off in pursuit through the streets, a chase that plays out in the background for the whole experience.
- 3
The stated goal is to configure the car so the driver slips past the pursuers unseen, casting the configurator as a disguise tool rather than an ordering form.
- 4
As the chase runs, players adjust the car's body color, wheels, wheel arches and stickers to try to change its look.
- 5
The experience runs entirely in HTML5 and plays on desktop or tablet without plugins.
- 6
Players can also pair a smartphone as a remote control for the configurator: the driver sends requests during the chase, and players respond by changing color, wheels, arches and stickers directly from the phone.
