DS launches its new refined and dynamic hatchback DS 4S with La Maison Shanghai

DS has launched DS 4S, its brand new “refined and dynamic hatchback”, in collaboration with Publicis Worldwide’s agency La Maison Shanghai. To engage with Chinese “independent business elites”, La Maison Shanghai developed an integrated launch campaign for DS 4S, and engaged consumers to disregard conformity and challenge established codes.

VIEW THE SPOT (In Chinese)

Born in Paris, DS perpetuates the values of innovation and distinction inherited from the legendary 1955 with the ambition to embody the French luxury know-how in the automotive industry. The Brand DNA of refinement, avant-garde design and technology is embodied in the brand new DS 4S. As the expert in connecting and engaging luxury consumers emotionally, intellectually and spiritually, all La Maison’s strategies are based on unique and defensible insights. Understanding Chinese consumers’ shifted mindset from “I have a car” to “I have a car that represents who I am”, La Maison Shanghai positioned and highlighted DS 4S as the new individual expression for aesthetics – a new, noble and personal luxury that signifies customers’ aspiration, lifestyle and attitude.

DS 4S’s fully integrated “Be outstanding with a unique identity, dynamically exploring the new dimension of lifestyle” campaign devised by La Maison Shanghai offers consumers a multi-screen experience synchronised with TV commercials along with outdoor, online, social media, and in-store displays across China. To enhance both the heritage and the positioning of the brand, the online TV commercial directed by French American Director Cyril Guyot showcases the darkfire DS 4S in classic and avant-garde Paris, and probes consumers to “break the rules” and go beyond boundaries with the new norm DS 4S.

Caroline Grout de Beaufort, Executive Creative Director, and Jeanne Guillet, Executive Director of La Maison Shanghai commented, “La Maison Shanghai has been bringing luxury brand marketing expertise and offerings to China from Paris, where the agency is headquartered. We have been a trusted advisor to premium brands, where DS 4S is an example of innovative luxury marketing to connect and engage with the increasingly sophisticated Chinese consumers. From uncovering unique insights, developing innovative solutions to devising engaging content, we pride ourselves on delivering strategy and execution that meet the high standards needed to maintain premium brands’ exclusivity. With French heritage and a solid understanding of China, La Maison Shanghai helps premium brands to lead the change in China’s competitive luxury market.”

Credits –

Music: GUM Shanghai – Thomas Faucheur, Charles Monnet – Composer/Arranger