#HiddenTrack
DS Automobiles
Issue 43 | June 2017
Agency
Marcel
Creative Team
Agency: Marcel CEO: Charles Georges-Picot, Pascal Nessim Creative Chairman: Anne de Maupeou Chief Creative Officers: Dimitri Guerassimov, Fabien Teichner Digital Creative Director: Lionel Bui Art Directors: Cle´ment Sechet, Margaux Marie Copywriter: Antonin Jacquot Head of Design: Franc¸ois Prost Managing Partner & Chief Strategy Officer: Nicolas Levy Strategic Planning: Se´verine Bavon Director of International Business: Alberto Scorticati Group Account Director: Nathalie Do Dang Vinh Account Director: Arthur Lenfant Account Executive: Thibaud Muratyan TV Producer: Cleo Ferenzi (Prodigious)
Production Team
Film Production: Standard Director: Fabien Teichner Producer: Julien Pasquier Post-Production: Nightshift Sound Production: Prodigious Music Artist: Empire of the Sun Song: On Our Way Home
Other Credits
Advertiser: DS Automobiles CEO: Yves Bonnefont Vice President, Global Sales & Marketing: Arnaud Ribault Head of Brand Content: Pe´ne´lope Yeatman Eiffel Head of Communication: Xiaoyan Hua-Schwab
Date
French launch: 15th March 2017 / UK launch: 15th April 2017
Background
Limited edition models 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).
Idea
The campaign illustrates in an innovative and entirely original manner DS Automobiles' strategy of proposing ultra-exclusive vehicles. For the owners of these cars, spotting the same DS model is a nearly impossible challenge; but if they do, DS Automobiles will give them the chance to enjoy a unique experience on board of their car: they will win the opportunity to listen to the complete version of the DS world exclusive song "On Our Way Home" by Australian electro-pop band Empire of the Sun*. DS Automobiles has exclusive rights of the song and has chosen to reveal excerpts to the general public through 20 and 30 seconds videos on the web, but reserved the complete musical experience to their customers. When crossing another DS 3 Ines de la Fressange (for DS 3 Ines de la Fressange owners) or DS 4 Crossback Moondust (for DS 4 Crossback Moondust owners), they will receive the song on their mobile phone through the "Hidden Track" app previously downloaded. They will also be able to watch the video of the song.
Results
The campaign will be rolled out in the major countries where the models are sold. In France, it ran in the printed press as well. In the coming months it will be extended to include new DS limited edition models.