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THE ART OF TRAVEL - A FRENCH REINVENTION

Entered in Long Form Video

Objective

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. 

Strategy

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.

Results

Media

Video for THE ART OF TRAVEL - A FRENCH REINVENTION

Entrant Company / Organization Name

MOGUL, DS AUTOMOBILES

Entry Credits