As creative director on this campaign for Peugeot, we had 308 ‘nude’ people descend upon London – appearing at key iconic sites & transport hubs, with an extra push during the morning and afternoon rush-hour.
The day long stunt was designed to generate word of mouth around the launch of the new Peugeot 308CC and the nudes wore scarves to bring to life the USP of the car – an innovative Airwave Neck Heating System that keeps the driver warm whatever the weather.
During the day the Nudes handed out small business cards to create intrigue and drive consumers to a temporary microsite revealing the new Peugeot 308 CC, which was hosted at nudeinascarf.com.
The website was on countdown until 3.08pm, when the link between the nudes and Peugeot was revealed and the 308CC was unveiled.
The nude in the scarf Youtube channel was the number one viewed channel in the UK and the seventh viewed globally:
#64 – Most Subscribed (This Month) – Reporters
#14 – Most Viewed (Today)
#1 – Most Viewed (Today) – Reporters
#7 – Most Viewed (Today) – Reporters – Global
#4 – Most Viewed (This Week) – Reporters
#57 – Most Viewed (This Week) – Reporters – Global
#93 – Most Viewed (This Month) – Reporters-Global
As well as staging the ‘reveal’ on a Facebook page we set up, we also worked with our friends at Realwire to spread the news online. It’s fair to say their release distribution resulted in a list of coverage longer than your arm. Well, certainly my short, stubby arm anyway.