Goals and objectives
DS is an automobile brand, born of the French brand Citroen. The DS line offers SUVs with innovative style and cutting-edge technology. Its avant-garde design displays sophistication down to the very last detail. The DS model originates in Paris and represents the very best of French Luxury.
The new DS Crossback reflects the latest in automobile technologies, and appeals to the modern, sophisticated individual.
When it came to introduce the DS Crossback model to the Danish market, DS was looking for the perfect platform to brand the vehicle as premium and present it to a target audience of opinion leaders as an aspirational mode of transport. Since the purpose of the DS brand from the very beginning is to reflect a premium driving experience, it was crucial that every aspect of the business strategy and marketing efforts reflected this level of quality.
Past experience showed DS, that the marketing efforts to women needed to be different from marketing strategies aimed at men. Studies show that women are usually the decision makers in the household when it comes to purchasing or leasing a car – in fact, recent studies reveal, that 80% of the decisionmakers in the automobile product category are female.
The basic question behind this campaign, was: How do we market a new and unfamiliar car as premium and modern, while staying true to the historical, French DNA of Citroen?