Car manufacturer Peugeot has launched a pioneering mobile ad campaign that simulates the feel of a car engine on consumers smartphones by using tactile vibration effects that come to life at key points during the mobile video ad.

The campaign, created in partnership with Opera Mediaworks UK and OMD UK, and powered by Immersions TouchSense Engage haptic technology, will run throughout December, and aims to create an immersive experience that complements Peugeots wider digital campaign for the new 308 GTi by Peugeot Sport.

The ad will run across a select list of premium app publishers on Android devices, drawn from Opera Mediaworks publisher network, and targeting Peugeots core audiences. It is the first time an automotive brand has made use of Immersions haptic technology.

“This is an exciting moment for both Peugeot and mobile advertising,” said Joanne Ross, communications manager for the Peugeot 308. “Were thrilled to have worked with OMD UK, Opera Mediaworks and Immersion to become the first brand in the UK to put this exciting technology to use, providing consumers with a unique mobile ad experience.

“We have no doubt people will love the experience we are providing as we take mobile advertising to new heights.”