Peugeot airs 'Gogglebox'-style films starring real families

A fly-on-the-dash series of short videos showing three normal families driving around chatting, bickering and joking is the basis of a new campaign to promote Peugeot's recently launched 308 hatchback.

Peugeot: #DashboardDiaries stars three UK families in their 308s
Peugeot: #DashboardDiaries stars three UK families in their 308s

The three families starring in the films are from across the UK, including Chris from Leicester, who became a YouTube star when a video of him and his young daughter singing ‘Let It Go’ from Disney film ‘Frozen’ went viral.

Each of the participants was loaned a Peugeot 308 for three weeks, with one proviso - that anything they said or did would be captured on the GoPro cameras rigged up on each dashboard, and potentially used in the films.

The series, which is being pushed across social media using the hashtag #DashboardDiaries, comprises 30 to 60-second episodes.

Episode one

Each episode is being published on Peugeot UK’s YouTube channel.

Client: Andy Goodall, internet manager, Peugeot UK

Agency: 33Seconds

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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