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 address 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 editorial territory to address our audiences.

3# Address at the same time fifteen markets.

To tell the story of the reinvention of the French art of travel, we produced a 46’ documentary. Firstly, because it’s not a commonly used format in advertising and it allows us to be unique and more impactful. Secondly, the length of the documentary allows us to go deeply in our message and to be credible in our expertise around “The French art of travel”. And finally, exploring a new type of narration for a brand allows us to embark in the project some big references such as Ramy Fischer, head designer for Chanel. They even accepted to participate free of charge to the documentary, as they were interested by the editorial angle.

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 differentiation was unique, proprietary, and rather quite simple: France. France has a unique savoir-faire in craftsmanship, art, design… and is a worldwide reference in premium.

A content that supports a message around frenchness and the French “Art de vivre” with DS at heart couldn’t be done in 30 seconds. We choose long-form audiovisual content, as 37.5% of Internet users watch contents that last more than 10 minutes on all devices combined (GWI 2023).

Our documentary was first broadcasted on Amazon Prime Video within 15 countries and the distributed worldwide on YouTube.

The documentary was promoted directly on YouTube with true view formats (In stream / In feed / Shorts)

10M Views on YouTube alone

1M viewers watching until the end.

766 000 hours of pure brand content watched.

300 pieces of content on all social platforms.

55M reach.