#DS3BYNIGHT: AN INNOVATIVE DIGITAL CAMPAIGN FOR THE DS
To showcase the light signature on the DS 3, the DS brand is launching an innovative digital campaign called #DS3byNight. In a first in the field of communication, the campaign uses Pixelstick technology to bring pictures and words to light in spectacular fashion.
Echoing the Xenon and full-LED technologies used for the new DS 3 headlamps, the DS brand is launching a campaign based on Pixelsticks, a new “light painting” tool that can be used to project detailed patterns and a range of animations in time lapse.
The result is a spectacular showcase for the light signature of the DS 3, illustrating in a harmonious and all-encompassing fashion the brand’s values of elegance and high technological standards.
To illustrate the new digital system, a first in Europe, the #DS3byNight film calls on the cues of the world of luxury and elegance inherent to the DS brand, taking viewers on a light-filled tour of Paris. Watch the film at http://bit.ly/DS3byNight_video.
Following its debut in France, #DS3byNight is to be rolled out in Italy, Germany, Spain and the UK, where the Twitter accounts of major opinion-leaders will benefit from personalised light dedications created using Pixelsticks.
As well as being innovative, the campaign will also be participative. Web users around the world will be encouraged to create their own messages, which the DS brand will then “bring to light” against backgrounds of classic Parisian scenes, for a total 30 messages every night over a ten-day period.