#HIDDENTRACK: THE NEW ULTRA-EXCLUSIVE DS ADVERTISING CAMPAIGN
For the arrival of DS 3 Ines de la Fressange and DS 4 Crossback Moondust at dealerships in France, the DS brand is launching a new digital advertising campaign called “#HiddenTrack”.
The campaign illustrates in an innovative and entirely original manner DS Automobiles’ strategy of proposing ultra-exclusive vehicles through limited edition models. For the owners of these cars, spotting the same DS model is a near-impossible challenge. Only those able to beat the laws of probability get to enjoy a unique musical experience on board their DS, winning the opportunity to listen to the complete version of the song “On Our Way Home” by Australian electro-pop band Empire of the Sun.
Created and designed by the Publicis La Maiosn advertising agency, the new campaign celebrates musical creativity. For a preview of the song – a DS brand world exclusive – click on this link today: https://www.youtube.com/watch?v=5qDcOKzDo08&feature=youtu.be (DS 3 Ines de la Fressange commercial spot) and https://www.youtube.com/watch?v=NFg9r4sC3gE (DS 4 CROSSBACK Moondust commercial spot).
Commenting on the launch of DS 3 Ines de la Fressange and DS 4 Crossback Moondust, two new limited editions models featuring in the Brand’s 2017 Spring/Summer collection, DS CEO Yves Bonnefont said: “At DS, we create cars for customers looking to express themselves personally. We seek to bring them bespoke models and cultivate rarity so that each customer finds in their DS vehicle a touch that resembles them. Our limited edition models enhance our range of exceptional products. Finding two identical models is quite the challenge!”
For the occasion, the Publicis La Maison agency has designed and created a digital ad campaign called “#HiddenTrack”. It will be rolled out in the major countries where the models are sold. In France, the ad will run in the printed press as well.
The new creation follows on from the campaign produced in 2015 for the DS 3 “1955” limited edition model, in which a man and a woman in their respective DS cars sing the tune of the same song, “Le Chrome et le Coton” by Jérôme Echenoz. The film intimates that it would be a happy event if the two were to meet but that the probability of two similar DS 3 “1955” limited edition models ever crossing paths was extremely low.
The new ad campaign shares much the same spirit. The DS 3 Ines de la Fressange and DS 4 Crossback Moondust will be produced respectively in 500 and 150 units in France (1,000 and 210 units worldwide), so seeing the same car on the road will be practically impossible.
Once again, musical creativity is central to the ad campaign. This last celebrates the exclusive nature of the models and takes things further by giving their owners the opportunity to enjoy a unique experience at the wheel of their car. The DS brand has exclusive rights to the song “On Our Way Home”, composed by Australian electro-pop group Empire of the Sun*, and has chosen to reveal excerpts to the general public through 20 and 30 second videos on the web. But it has reserved the complete version of the song exclusively for owners of one of the limited edition models. To get that opportunity, owners start by downloading the “Hidden Track” app** and entering the VIN of their DS. Then comes the hard part, namely succeeding in finding that extremely elusive gem: another DS 3 Ines de la Fressange (for DS 3 Ines de la Fressange owners) or another DS 4 Crossback Moondust (for DS 4 Crossback Moondust owners).
If that chance meeting does occur, each of the owners will enjoy the full version of this most secretive of songs, in-car via their mobile phones. They will also be able to watch the video of the song – a modern-day depiction of a complicated love story between a prince and a princess, the central question being, will they ever finally meet?
To watch the new DS advertising campaign, listen to an excerpt of “On Our Way Home” and experience the magical video, visit the following link today:
https://www.youtube.com/watch?v=5qDcOKzDo08&feature=youtu.be (DS 3 Ines de la Fressange ad spot) and https://www.youtube.com/watch?v=NFg9r4sC3gE (DS 4 CROSSBACK Moondust ad spot)
For now the campaign is reserved for the promotion of DS 3 Ines de la Fressange and DS 4 CROSSBACK Moondust. In the coming months it will be extended to include new DS limited edition models.
* Known for their big hit “Walking on a Dream”.
** Available in a few days at Play Store for Android and App Store for iPhone.