Peugeot 208 App

A tactile, interactive journey that reimagined how people explored cars on mobile.

Brand:
Audi

Project:
Audi Match tool

My role:
UI/UX Design Director

Team:
BBH & IBM

With the launch of the redesigned Peugeot 208 and its boundary-pushing “Let Your Body Drive” campaign, Peugeot set out to challenge expectations across every channel — from TV and social content to live roadshows across the UK.

Our team at WLM was tasked with creating a mobile experience that matched the ambition of the campaign and positioned Peugeot as genuine innovators in the digital space. The goal was to build something bold, interactive, and unlike anything the automotive sector had seen before.

We approached the project with the same mindset as the campaign itself: push boundaries. The result was the first real-time 3D car model created for iPad, iPhone, and Android, allowing users to explore the 208’s exterior and interior in an immersive, interactive way.

Peugeot 208 - Let your body drive TV ad

The Peugeot 208 TV campaign centred on emotional instinct, showing consumers that sometimes you need to quiet the rational voice in your head and let your heart take the lead. “Let Your Body Drive” encouraged people to push boundaries, trust their impulses, and feel more uninhibited when making big decisions, like choosing a new car.

Although the TV ad was created by another agency, its attitude and visual language became a key inspiration for the art direction and design of the 208 app. We used the same expressive energy and movement-led storytelling to shape a digital experience that felt bold, intuitive, and true to the campaign’s spirit.

Designing the Navigation Tool

We created a navigation system that combined an unconventional UI with an interactive video component, pushing technical and creative boundaries for the time. Instead of a traditional menu, users could swipe or tap key points along the navigation to control the movement of the dancers — shifting them forwards or backwards to reveal different sections of the app.

Each area of the experience was tied to a specific choreographed sequence, and the user’s speed directly influenced the performance. The faster they interacted, the faster the dancers moved; slowing down produced the opposite effect. This dynamic, movement-led navigation became a signature element of the app and brought the “Let Your Body Drive” concept to life in a playful, immersive way.

Storyboards for the interactive dance scene.

Dancers at Pineapple Studios auditioning for the role.

We handed the dancers our storyboards and gave them 5–10 minutes to learn the sequences. Watching them bring it to life on the spot was unreal.

The Dancers.

We collaborated with a choreographer to create a bespoke dance sequence for the app’s interactive navigation. To keep the experience smooth and prevent the video component from overloading the Peugeot app, the choreography had to be captured in a sequence under 20 seconds — all while mapping specific movements to key points in the navigation tool.

Dancers on set. Filmed with my iPhone.

Designing the 208 app.

The look and feel of the app drew heavily from the TV campaign. We brought its attitude and energy into the digital experience by using light flares and motion trails to highlight key UI elements, adding a sense of movement throughout the interface. The couple from the advert also became part of the navigation concept, helping to connect the campaign world with the app experience.

We designed both day and night modes to mirror the advert’s tone shifts and to showcase the car in contrasting atmospheres. This allowed the app to feel immersive and cinematic, while giving users a richer sense of how the 208 looked in different lighting conditions.