The Citroën DS3 is an ultra-modern car, very 'customable' with a cool look and feel. The challenge was to showcase all of its attributes in a way that reflected the car's philosophy. Our goal was to prompt test-drive experiences, sales and, of course, an unforgettable brand experience. To do so, and because Lisbon has one of the largest street art collections in the world, we developed the Go Arte Urbana city tour project, in 2 DS3, fully decorated by 2 portuguese street artists, where citizens or tourists, friends or strangers could make a visit to this huge open-air museum which is Lisbon.

The tour lasted 1 hour and went through the main works of street air in the portuguese capital, with the drivers being street artists themselves as the tour guides, explaining everything about the arts.

19% increase in sales after the stunt, 32% more test-drives in comparison with other similar campaigns, and media coverage worth over €300,000. This unusual tour, took center stage on Lisbon's City Hall Urban Art Gallery opening campaign, making it news worthy and target of Lisbon's Tourism office to integrate it as an official city tour.

The campaign was implemented in the second semester of 2011 and it lasted 3 months. Within 1 month, the city tour was fully booked. The city tour took place around Lisbon and lasted 1 hours. The cars were personalised by street artists Super Van and Pariz One over the course of 2 days. The city tour scheduling took place on the brand's facebook page.

Almost 3,000 people did the tour, a 19% increase in sales after the stunt, 32% more test-drives in comparison with other similar campaigns, and media coverage worth over €300,000. This unusual tour, took center stage on Lisbon's City Hall Urban Art Gallery opening campaign, making it news worthy and target of Lisbon's Tourism office to integrate it as an official city tour. The brand wanted to rejuvenate itself and that is what the DS line is for.