On the occasion of the launch of Mobilize Duo in France and Italy, the brand had to emerge with a generation not concerned by traditional automotive discourse.
The challenge was to integrate the vehicle into the practices, codes, and interests of young urban dwellers, gamers, and tech audiences.
We imagined The Bosses of the City, a life-sized treasure hunt broadcast on Twitch, pitting teams of French and Italian streamers against each other at the wheel of Mobilize Duo.
Urban tour through Paris from Austerlitz Quay to the Accor Arena, via the Coulée Verte, Spot 13, Reuilly Garden, and the Port of Arsenal.
Content Creator Casting gathering @levraibouseuh, @kaatsup, @s7ormyofficial and @lauracomolli to bring the operation to highly engaged communities.
Competition broadcast live on Twitch in order to naturally integrate the vehicle into the codes of entertainment and gaming.
Multi-platform amplification on Instagram, TikTok, and YouTube to extend the reach of the device beyond the live session.
By transforming the vehicle into the central element of a real-time tracked experience, Mobilize Duo has found its place in worlds far beyond mobility.
