Sunday, April 26, 2009

Peugeot 308: 'Nude In A Scarf'

A friend of mine living in London texted me last Wednesday morning with the very odd txt that there were naked people all over the place. I then got an even more bazaar txt saying it was ok, they weren't naked, they were wearing skin-colour onesy's. Unfortunately I was busy at the time and had to let it go, but a bit of research this morning has shed some light on what was happening.

On Wednesday, London commuters were joined by 308 naked people during the rush hour commute. Initially it appeared that they were totally nude except for blue scarves to cover up their naughty bits. Closer examination however would show that these people weren't actually naked but were wearing specially made bodysuits.

The 'naked' people were roaming around to promote the launch of the new Peugeot 308 CC. Apparently the scarves were to highlight the 308's new Airwave Neck Heating System. Full details are available at the campaign microsite, there are more photos on the 'Nude In A Scarf' Flickr page, and here's a YouTube video of some of what went on:

Cheers to Nick for this video. Nick also makes out an interesting point; this is an example of how product launches are increasingly using covert, unpublicised, mysterious 'events' to create conversation and chatter.

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