Plot-driven: Hybrid4 stars in digital comic

11.09.2012 Advertising : Shepherd Laughlin : Narrative

Paris – Creative agency BETC, which has offices in Paris and London, has designed an immersive digital graphic novel to promote Peugeot’s new HYbrid4.

Users scroll down to advance the story, which follows a detective as she embarks on a ‘mission in 4 modes’ in an attempt to capture confidential data. The ‘4 modes’ refer to four of the car’s components: the diesel engine, an electric motor, automatic engine stop and restart, and an electronically controlled sequential manual gearbox.

The 3008 HYbrid4 is the world’s first diesel-electric hybrid car, according to Peugeot. It has a combined fuel economy of 74.4mph, and can reach a top speed of 118mph.

This is a great example of Faction Marketing, using an immersive fictional narrative to convey useful information about a brand. Faction Marketing will be explored in more detail at our forthcoming Trend Briefing.

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