November 19, 2015

4 November 2015 : JOËL DICKER, “THE DS WRITER” IN NEW ADVERTISING CAMPAIGN FOR NEW DS 4 AND DS 4 CROSSBACK

4 November 2015 : JOËL DICKER, “THE DS WRITER” IN NEW ADVERTISING CAMPAIGN FOR NEW DS 4 AND DS 4 CROSSBACK

As New DS 4 and DS 4 Crossback arrive in DS showrooms, DS AUTOMOBILES is launching a ‘novel’ (in every sense of the word) advertising campaign —The DS Writer—

As New DS 4 and DS 4 Crossback arrive in DS showrooms, DS AUTOMOBILES is launching a ‘novel’ (in every sense of the word) advertising campaign —The DS Writer—. It was developed with the Publicis La Maison agency to express the avant-garde spirit of DS, with new brand ambassador Joël Dicker (author of the best-seller “The Truth About the Harry Quebert Affair”) starring as special guest author in a highly original digital operation. More specifically, there’ll be a five-episode web series plus an exclusive novel written specially by Joël Dicker for DS, and available in printed form exclusively to people taking test-drives to try out New DS 4 or DS 4 Crossback. For full details on this cliffhanger digital experience check out: www.nouvelleDS4.fr

A couple of weeks after making their début at the Frankfurt Motor Show, New DS 4 and DS 4 Crossback are now appearing in the DS showrooms, and in the highly original advertising campaign —The DS Writer— launched today in France.

To mark the event in true avant-garde spirit, DS called in the Publicis La Maison agency to put together an original campaign : ‘The DS Writer’. The primarily digital campaign takes an innovative approach to delight audiences with an entertaining thriller-themed experience.

DS chose Joël Dicker, author of the best-selling novel ‘The Truth about the Harry Quebert Affair’ as brand ambassador for New DS 4 and DS 4 Crossback in the operation. The writer stars alongside New DS 4 in an exciting web series.

In five episodes, the series tells the story of Joël Dicker facing writer’s block. Turning to the wheel of his New DS 4 for inspiration, he finds himself drawn into an adventure that starts in Paris and leads to the Black Forest in Germany. What the audience sees is a video decryption of the creative process of Joël Dicker experiences in writing his story. New DS 4 plays a starring role because throughout the epic journey Joël Dicker makes full use of the latest innovations on board New DS 4, including the Apple CarPlayTM function, which provides a totally safe way for him to jot down the ideas that come to mind as he’s driving.

These ideas gave birth to a novel —For Insiders Only— written exclusively for DS AUTOMOBILES by Joël Dicker. The big twist is that the print version will only be available to people taking a test-drive to try out New DS 4 or DS 4 Crossback (though each chapter is published online as the web series episodes unfold).

Joël Dicker joins DS in extending an open invitation to the public at large to find inspiration at the wheel of New DS 4 or DS 4 Crossback.