Sometimes you need to be alone and in the best dispositions to bring out the best of you...this is the case for writers.

So we teamed up with a young and talented writer, Joel Dicker, the internationally acclaimed author of « The truth about the Harry Quebert Affair» , who went on a road trip onboard New DS 4 to write a book especially for this occasion, dictating it sentence after sentence to the Apple CarPlay System.

The campaign is the story of this journey, in the form of a digital video content, including 5 webseries which retrace Joel Dicker’s road trip.

Viewers will discover how Joel relied deeply on

New DS 4’s Apple Carplay system to write down his notes, as well as the other key features

of the car along the journey.

We followed our endorser Joel Dicker’s creative process and captured how the driving pleasure of New DS 4 took him further than he thought.

The audience interested in the purchase of a car (possibly a New DS 4) was emerged in the journey of Joel Dicker, read the chapters, and came in the dealerships to get the last chapter in printed version and test the car.

You can discover the website here: see attached file. And you can watch the whole film here: http://www.newds4.co.uk/#home

We first launch a teaser (eg.Facebook, Youtube), then upload one webisode every 3 days on our campaign website. After each webisode, the user could read the associated chapter of the novel.

When the 5th episode was live, the audience could get the novel in a dealership in exchange of a test drive.

The campaign was a huge success, with around 100 millions video impressions, since 6 million readers followed the online story, with 20 minutes average connection time, but also a 18% increase in test-drives in DS dealerships during the campaign duration.

30,000 of books were printed and given to people in stores.