The French automaker calls this innovative, yet controversial marketing strategy avant-garde, but some people in the industry may call it too much. Using celebrities to promote you cars or sometimes involving animals in video advertorials have become standard practices, but asking a novelist to write a book about a car, that may pass as far-fetched.
A few weeks ago, Citroen’s luxury sub-brand premiered its new DS 4 and DS 4 Crossback models at the Frankfurt Motor Show, and now the first units are starting to arrive in showrooms. To celebrate this the proper way, DS Automobiles decided to present something different this time.
The marketing campaign has been developed with the “Publicis La Maison” agency to express the so-called avant-garde spirit of the company. As the new brand ambassador, the author of the best-selling thriller “The Truth About The Harry Quebert Affair” stars as an ad-hoc guest author in a new digital campaign.
Called The DS Writer, it’s built on a five-episode web series plus an exclusive novel written primarily for DS Automobiles by Joël Dicker. The book will be available online and in printed form exclusively for people taking test drives in a New DS 4 or DS 4 Crossback.
The web episodes tell 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.
The new DS 4 plays a starring role throughout the journey, as Joël Dicker makes full use of the latest innovations on board the vehicle, including Apple CarPlayTM, which provides a safe way for him to record the ideas that come to mind as he’s driving. These ideas are what trigger the author’s thirst to start the new novel called “For Insiders Only.”
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