Peugeot RCZ
When the Peugeot RCZ was launched in 2010, it really got people talking. But two years on how do you keep people talking?
Our objective was simple, reignite interest in the RCZ. And with April Fools Day just around the corner, we decided to add something new to the RCZ’s specification... a revolutionary new paint that reacts to the driver’s moods by changing the car’s exterior colour.
The working with a small budget and against a tight deadline, we created a spoof informercial to tell people about Mood Paint.
It was seeded on various automotive, news and sports sites, picked up by the Telegraph and featured on Peugeot’s Facebook page, YouTube channel and Homepage.
Our objective was simple, reignite interest in the RCZ. And with April Fools Day just around the corner, we decided to add something new to the RCZ’s specification... a revolutionary new paint that reacts to the driver’s moods by changing the car’s exterior colour.
The working with a small budget and against a tight deadline, we created a spoof informercial to tell people about Mood Paint.
It was seeded on various automotive, news and sports sites, picked up by the Telegraph and featured on Peugeot’s Facebook page, YouTube channel and Homepage.
‘Mood Paint’ really captured people’s imaginations for 48 hours. They talked about it in forums, blogged, tweeted, pinned, and shared over 12,000 times on Facebook. It quickly went viral, clocking up over 500,000 hits on YouTube.
It also caught the attention of the advertising industry, earning places in Adweek’s Best April Fools Day Brand Hoaxes, Design Boom’s best April Fools of 2012 and Campaign’s roundup of the best April Fools Day hoaxes.
Email sent to existing customers on the Peugeot database.
Our Peugeot RCZ Mood Paint Demonstration clocked up over 500,000 hits on YouTube.
Reveal email sent on April 2nd to the Peugeot database.
Creative Direction: Jamie Bell
Production: Spicer & Moore
