Specialties

The brief

The launch of the new 2008 and e2008 SUVs was a watershed moment for Dongfeng Peugeot, with the electric model spearheading the brand’s strategic development of the ‘new energy’ segment. To grab younger consumers’ attention, the brand opted to take the launch entirely online in May 2020.

Insight

Pico considered that engaging, state-of-the-art content with a trendy twist was essential for the launch to appeal to its young consumer demographic.

Solution

For the broadcast, a general theme of ‘escaping mediocrity’ emphasised the cars’ unique style. Guests discussed fashion while relating the topic to notable facets of the cars’ design. Along the way, Dongfeng Peugeot’s brand leader joined the broadcast from France, adding deeper product and brand information.

The event was broadcast on Douyin, a popular video sharing social platform popular among teenagers and young adults, with the team using Alibaba Cloud’s system to ensure a smooth process and enable the client to obtain the bitstream signal data.

The team and client selected the Pico Creative Centre in Shanghai as the video shoot location. This gave the team the flexibility to customise the venue and arrange the shooting to meet the needs of the client. Grey and white were employed as dominant theme colours to reflect Dongfeng Peugeot’s brand identity and complement the cars’ orange schemes.