As creative director on this campaign for Peugeot, we had 308 ‘nude’ people descend upon London – appearing at key iconic sites & transport hubs, with an extra push during the morning and afternoon rush-hour.

The day long stunt was designed to generate word of mouth around the launch of the new Peugeot 308CC and the nudes wore scarves to bring to life the USP of the car – an innovative Airwave Neck Heating System that keeps the driver warm whatever the weather.

During the day the Nudes handed out small business cards to create intrigue and drive consumers to a temporary microsite revealing the new Peugeot 308 CC, which was hosted at nudeinascarf.com.

The website was on countdown until 3.08pm, when the link between the nudes and Peugeot was revealed and the 308CC was unveiled.

We had going on for 34,000 views of our flickr pictures before someone hacked our account, and, luckily still intact, our YouTube channel shows nearly 6 million 368 thousand views of our YouTube videos. Viral marketing lesson 101, people search for the word 'nude'.

The Nude in a Scarf Youtube channel was the number one viewed channel in the UK and the seventh viewed globally:

#64 – Most Subscribed (During the month) – Reporters
#14 – Most Viewed (On the day)
#1 – Most Viewed (On the day) – Reporters
#7 – Most Viewed (On the day) – Reporters – Global
#4 – Most Viewed (During campaign week) – Reporters
#57 – Most Viewed (During campaign week) – Reporters – Global
#93 – Most Viewed (During campaign month) – Reporters-Global

As well as staging the ‘reveal’ on a Facebook page we set up, we also worked with our friends at Realwire to spread the news online. It’s fair to say their release distribution resulted in a list of coverage longer than your arm. Well, certainly my short, stubby arm anyway.