NOVELIST JOËL DICKER STARS AS ‘THE DS WRITER’ IN CAMPAIGN FOR NEW DS 4 & DS 4 CROSSBACK
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.
ABOUT JOËL DICKER
Joël Dicker is a French-language Swiss writer, born in Geneva on 16 June 1985, whose vocation for writing dates to early childhood.
In 2005 he won the International Young Authors’ Prize for his short story ‘The Tiger’.
In 2010, he won the Geneva Writers’ Prize for ‘The Final Days Of Our Fathers’.
His best-seller (three million copies), ‘The Truth About The Harry Quebert Affair’, published in 2012, has been translated into 40 languages and published in 60 countries.
In September 2015 his latest novel ‘The Book Of The Baltimores’ arrived, topping the best-seller charts in France (source: http://www.edistat.com/palmares.php).
CREDITS FOR THE ADVERTISING CAMPAIGN FOR NEW DS 4 & DS 4 CROSSBACK
Advertiser: DS Automobiles
Agency: Publicis La Maison
Creative Directors: Anne de Maupeou, Dimitri Guerassimov, Fabien Teichner
Digital Creative Director: Lionel Bui
Head of Design: François Prost
Designer-writer: Julien Sens
Artistic Directors: Roman Vychnevsky, E. Holzgraph
Digital Artistic Director: Samantha De-Biasi
Publishing Artistic Director: Dune Collet
Publishing Writer-designer: Maxime Dos-Santos
Set Manager: Karine Villalon
Agency Managers: Charles Georges-Picot, Alberto Scorticati, Alexis Delwasse, Alice Boulard, Margot Paquien, Noëlla Neffati
Strategic Planning Director: Nicolas Levy
Strategic Planner: Séverine Bavon
Advertiser Managers: Arnaud Ribault, Jules Tilstone, Pénélope Yeatman Eiffel
Production Company: Standard
Producer: Julien Pasquier
TV Producers: Guillaume Delmas, Cléo Ferenczi
Sound Co-production: Prodigious, THE
Sound Producers: Clémens Hourriere, Boris Nicou, Anthony Leblond, Jérôme Alquier, Alexandre Rabia
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About DS Automobiles
A French brand born in Paris, DS Automobiles was officially founded on 1 June 2014. Its stated ambition is to revive the tradition of premium vehicles in the French automotive industry. Drawing on the very best of French know-how, DS Automobiles perpetuates the values of innovation and distinction inherited from the first DS, launched in 1955. Designed for customers looking for a means to express themselves as individuals, the DS Automobiles range now comprises DS 3, DS 3 CABRIO, DS 4, New DS 5, DS 5LS* and DS 6*. The DS range combines exceptional styling, sensations and refinement with premium materials and advanced technology, such as the Hybrid 4x4 diesel hybrid drivetrain available on New DS 5. Marketed in DS Stores and dedicated showroom areas, DS has its own network of sales outlets in China. For customers, DS has come to represent a brand experience that goes beyond the product to include a range of exclusive premium services. The brand has sold 580,000 vehicles since launch. Follow the latest DS news via @DS_UK_Official and 60 years of DS using the hashtag #DSis60
*Available in China only
About Publicis La Maison
Publicis La Maison was formed through an exclusive cooperation between Google, Condé Nast and the Publicis Group digital agencies, to help luxury brands understand and anticipate trends on their markets, generate customer experiences and localized content at global scale, and apprehend changes arising from developments in digital technologies.
Publicis La Maison addresses premium and luxury brands facing today’s many challenges: understanding of consumers in emerging markets, global competition, and constant shifts in digital practices and usages.
Publicis La Maison is headed by luxury brand marketing expert Charles Georges-Picot, CEO of Publicis 133 and the Marcel agency. Raul Martinez, design director of Vogue USA and co-founder and chief creative officer of AR, is in charge of creative production. Insight and trend research is contributed by a luxury brand specialist team from Google.