Title	PEUGEOT CATCH THE DRAGON
Brand	PEUGEOT
Product/Service	AUTOMOTIVE
Category	A10. Innovative Use of Technology
Entrant Company	DPDK Rotterdam, THE NETHERLANDS
Advertising Agency	DPDK Rotterdam, THE NETHERLANDS

Creative Execution

Using a workflow combining Photoshop, Blender 3D and WebGL, we created an interactive VR version of the dragon that could fly anywhere we wanted it to, as well as appear and disappear. To set it loose, we created the terrain in 3D step by step. Paths for the car and dragon were added, and then the environment was cut up into different seamless tiles that could randomly be connected. We placed a custom built 360° panoramic viewer inside a 3D scene that’s connected to your mobile’s accelerometer, enabling you to look around in 360 using your mobile device.

Of the total number of visitors, over 8% converted into a lead. In comparison to previous digital activations for Peugeot, Catch the Dragon achieved a 150% growth in test drive requests.

For the introduction of their new 208 model, Peugeot challenged us to come up with a digital follow-up on their TV commercial featuring nothing less than an orange dragon. Objectives: generate awareness and leads. We came up with the idea for an interactive VR film in which you set out to catch the dragon. The experience lets users take place inside a 208 and drive into a wondrous, mystical VR world. But since it's a campaign, we wanted everybody to be able to enjoy it. Our approach ws to create a fully responsive experience that gives you the opportunity to view in VR or 360 video. Once the dragon was caught, visitors could discover the 208's USP's and book a test drive, request a brochure or a quote.