1. Executive Summary
In a crowded automotive market, traditional video ads are skipped, and static websites are skimmed. Mobilize (Renault Group) needed a way to grab the attention of a digital-native audience for their new urban vehicles, the Duo and Bento.
The New Face answered with a bold marketing pivot: We didn’t build an ad; we built a video game.
By fusing Unreal Engine 5 and Pixel Streaming, we delivered « The Urban Run », a PS5 graphics game playable instantly in any web browser. This approach bypassed the « Ad Blindness » of modern consumers, resulting in an average playtime of 8+ minutes and a lead conversion uplift of 85%.
2. The Marketing Challenge: Breaking the « Attention Economy »
Mobilize isn’t selling traditional cars; they are selling agile, electric urban mobility. A 30-second YouTube pre-roll cannot convey the thrill of weaving through traffic or the ease of parking in tight spots.
To reach Gen Z and young urban professionals, Mobilize needed an engagement strategy that offered agency and entertainment, not just passive information. They needed a gaming experience, but without the friction of a 50GB download or a console requirement.
3. The Tech Solution: UE5 + Pixel Streaming = Zero Friction
The Visuals: Unreal Engine 5 (The « PS5 » Look)
The success of the project relied on a specific technological breakthrough managed by The New Face: bringing « Console Graphics » to the « Mobile Web. »
We utilized the full power of UE5’s to build « Neo-Paris. »
- Photorealism: Instead of cartoonish web graphics, users saw realistic reflections on the car’s chassis, dynamic lighting, and high-fidelity city textures.
- Brand Perception: The visual quality subconsciously elevated the brand’s perceived value to a premium tier.
The Delivery: Pixel Streaming (The Access)
A game is useless for marketing if no one plays it. We removed the download barrier entirely.
- Cloud Rendering: The game runs on our high-performance servers, not the user’s device.
- Instant Access: A user on Instagram clicks « Play Now » and is driving the car in seconds.
- Device Agnostic: The « PS5 » experience runs flawlessly on an iPhone, an Android tablet, or a laptop.
We designed the campaign as a high-octane time trial that educated users through gameplay mechanics.
4. The Experience: « The Urban Run »
- The Mission: Players choose their vehicle and score points by clicking at the right time, like guitar hero.Participants select their vehicle and earn points through well-timed clicks, similar to the gameplay mechanics of Guitar Hero.
- The Hook: A global leaderboard encouraged replayability and social sharing.
5. Marketing KPIs (The ROI of Fun)
By turning the product discovery process into a game, we achieved engagement metrics impossible with traditional digital marketing.
Engagement (The « Stickiness »)
- Average Playtime:9 minutes 14 seconds.
- Context: Users spent 12 minutes interacting deeply with the brand and vehicle dynamics.
- Replay Rate: 22% of players restarted the game to beat their high score.
- Social Shares: 18% of players shared their « Urban Run Score » on social media, creating organic viral reach.
Business Impact (The Lead Gen)
- Lead Conversion: At the « Game Over » screen, users were offered a test drive. This resulted in a 115% increase in qualified leads compared to the standard landing page.
- Cost Per Engagement: Because users stayed so long, the effective « Cost Per Minute of Brand Attention » dropped by 65% vs. video advertising.
6. Conclusion
« The Urban Run » proves that the future of marketing is interactive.By leveraging The New Face’s mastery of Unreal Engine 5 and Pixel Streaming, Mobilize successfully turned a passive audience into active players. We demonstrated that when a brand stops interrupting the entertainment and becomes the entertainment, the ROI follows.
