As New DS 4 & DS 4 Crossback start to arrive in showrooms, DS Automobiles is launching a ‘novel’ advertising campaign called ‘The DS Writer’. The campaign has been developed with the ‘Publicis La Maison’ agency to express the avant-garde spirit of DS Automobiles. New DS brand Ambassador Joël Dicker, author of the best-selling thriller ‘The Truth About The Harry Quebert Affair’, stars as special guest author in this highly original digital campaign. ‘The DS Writer’ will encompass a five-episode web series plus an exclusive novel, written especially for DS Automobiles by Joël Dicker. The novel will be available online, and in printed form exclusively for people taking test drives in a New DS 4 or DS 4 Crossback. For full details on this thrilling digital experience visit: www.newDS4.co.uk
A few weeks after their public premiere at the Frankfurt Motor Show, New DS 4 and DS 4 Crossback are now starting to appear in DS Automobiles showrooms. To coincide with the arrival of the new models, a highly original advertising campaign called ‘The DS Writer’ is about to be launched.
The latest models from DS Automobiles, New DS 4 and DS 4 Crossback sport the distinctive new ‘DS Wings’ front end – a key component of the DS Automobiles brand identity – and showcases avant-garde design, high levels of refinement, advanced technologies and extraordinary dynamic comfort. Customers can choose between New DS 4; a powerful, refined hatchback with unique style, dynamic performance and personalisation options, and the highly versatile DS 4 Crossback; a brand new expressive body style with rugged go-anywhere looks and a higher driving position.
As order books open for business, DS Automobiles is launching this innovative advertising campaign for the two new models, marking an important milestone in the brand’s history.
In a true avant-garde spirit, DS Automobiles has worked in partnership with the agency ‘Publicis La Maison’ to put together an original campaign, ‘The DS Writer’, with the theme ‘one driver, infinite inspirations’. The digital-led campaign takes an innovative approach to delight audiences with an entertaining and thrilling experience.
DS Automobiles chose Joël Dicker, author of the best-selling novel ‘The Truth About The Harry Quebert Affair’ to personify the campaign and to act as brand ambassador for New DS 4 and DS 4 Crossback. The writer stars alongside New DS 4 in an exciting web series with all the engagement of a literary thriller.
The series consists of five webisodes telling the story of Joël Dicker, who is facing writer’s block. Taking to the wheel of his New DS 4 for inspiration, the author finds himself drawn into an adventure that starts in Paris and leads to the Black Forest in Germany. Each chapter in the series, presented in the form of a video, covers the creative process Joël Dicker experiences in writing his story. New DS 4 plays a starring role throughout the epic journey, as Joël Dicker makes full use of the latest innovations on board New DS 4, including Apple CarPlayTM, which provides a safe way for him to record the ideas that come to mind as he’s driving.
These ideas give birth to a new novel called ‘For Insiders Only’, written exclusively for DS Automobiles, by Joël Dicker. The twist is that a printed version of the novel will only be available to people taking a test drive in a New DS 4 or DS 4 Crossback. Each chapter will also be serialised online as the webisodes unfold.
You can view the trailer for ‘The DS Writer’, and all the webisodes (from 6 to 19 November 2015 in the UK), at www.newDS4.co.uk
Joël Dicker joins DS Automobiles in extending an open invitation to the public to find inspiration behind the wheel of New DS 4 or DS 4 Crossback.