In the car industry, the French DS has a very low international awareness and is perceived as mid-scale.
How to fight this false perception and gain awareness?
We had to adress many challenges:
1# Turn DS into a much more considered brand in a very competitive premium environment driven by German giants such as Mercedes and BMW
2# Create a strong message and territory to address our audiences
3# Adress at the same time fifteen markets.
The Art of Travel is a 46 minutes documentary where Seamus Keyney explores all the aspects of the French art of travel, and meets experts that breaks codes to reinvent the travel experience.
1# DS is a French brand and its cars are famous for being the car of French presidents since the 70’s. So our point of differenciation was unique, proprietary and rather quite simple: France. France has a unique savoir-faire in craftsmanship, art, design… and is a world-wide reference in premium.
2# Create a hero content that support a message around Frenchness and the French “Art de vivre” with DS at heart. We choose to produce a documentary of 46 minutes.
But… why a documentary?
3# Find the good partner to broadcast the documentary. We managed to convince Amazon Prime. It was the first time Amazon prime accepted a brand documentary on its platform in Europe.
