ds & elle chic
DESCRIPTION
To introduce the DS brand to the Chinese market and build its image as a chic and stylish car manufacturer, DS chose ELLE China as its media partner for its 1st wave of communication. ELLE offered a vast and integrated 360° multi media campaign organised in 3 phases: a photo shoot in Paris, Paris Fashion Week attendance and ELLE Style Awards*sponsorship. *ELLE Style Awards: The ELLE Style Awards is an internationally renowned annual fashion event. ELLE Style Awards are awarded to the most exceptional people and to the most outstanding products in fashion, art, culture and show business.TRANSCRIPT
CHINA
&
# To introduce the DS brand to the Chinese market with a 1st wave of communication and build its image as a chic & stylish car manufacturer.
OBJECTIVE
RESPONSE
ELLE offered a vast and integrated 360° multi media campaign focused on 3 phases:
# A photo shoot in Paris
# Paris Fashion Week attendance - DS became the official car for Sun Li (famous Chinese TV actress) and the ELLE team during Paris Fashion week
# ELLE Style Awards sponsorship
&
A 360° CAMPAIGN
PRINT WEB
SOCIAL NETWORKS
# Photo Shoot# Advertorial# Editorial Content
# Premium online formats# Editorial Content# Videos on ELLE TV
ON THE GROUND
# DS visibility
#PARIS PHOTO SHOOT
To associate DS’ brand image with the chic and stylish spirit of Paris, ELLE produced a photo shoot with the DS 3 & models.
#DS & PARIS FASHION WEEK
PRINT ADVERTORIAL
Sun Li, a famous Chinese TV actress, was the face of DS’1st wave of communication.To build its image as a stylish and chic car, DS was the official car for Sun Li and the ELLE team during Paris Fashion week.
ONLINE PREMIUM FORMATS
#DS & PARIS FASHION WEEK
ELLE TV VIDEOS
Sun Li, a famous Chinese TV actress, was the face of DS’s 1st wave of communication.To build its image as a stylish and chic car, DS became the official car for Sun Li and the ELLE team during Paris Fashion week.
ONLINE EDITORIAL CONTENT
Special report with articles and photos
SOCIAL NETWORK SUPPORT
Photos and editorial on Weibo
#ELLE STYLE AWARDS SPONSORSHIP
After Paris Fashion Week, DS continued its collaboration with ELLE. DS’ latest luxury models were the sponsors and official vehicles for the ELLE Style Awards.
PROMOTION OF THE EVENT USING THE DS LOGO
Campaign platform: print, online, out of home, social networks
ON THE GROUND – DS VISIBILITY
DEDICATED ONLINE SPACE
On ELLE Style Award mini site, linked to the DS website
#ELLE STYLE AWARDS SPONSORSHIP
After Paris Fashion Week, DS continued its collaboration with ELLE. DS’ latest luxury models were the sponsors and official vehicles for the ELLE Style Awards.
ONLINE EDITORIAL CONTENT
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39