Challenge

We were briefed by Peugeot to create a native iPhone app to support the global launch of their RCZ sports car.

The app needed to work alongside the brochure, enhancing the pre-purchase experience and giving the consumer the RCZ ‘feeling’, before stepping into the forecourt. But the biggest challenge was actually getting across that ‘new car feeling’ in a digital space.

Insight

Buying a car is a sensory experience. Buyers don't purchase new cars on looks alone; the sound, smell, touch and emotional connection to the brand are equally as important as the way it looks. So, how could we bring these key aspects of positive purchase behaviour into a pure-play digital environment?

Solution

We designed the app as a multi-sensory experience of the vehicle that utilised the native iOS controls and features of the phone to build the experience.

The user could easily manipulate interior and exterior 360º environments using multiple gestures to get the views they really wanted to see.

Interaction with the instrument cluster, sat nav unit, lights and real time weather conditions were all possible from within the app and give a real feel for the car and its contours. While the native iOS controls were cleverly utilised, with gyroscope enabled revving of the engine and a feature that allows the user to blow into the mic to trigger a wind tunnel effect, showing off the aerodynamics of the car.

To ensure the application matched the ROI, we also ensured that users could configure an RCZ to their own specification and most importantly book a test drive and find their nearest dealer.

Role

Creative Lead – Building the idea and working alongside the design and iOS development teams to ensure we achieved the optimum experience.