To highlight the new light signature of the DS 3 (new design and Xenon Full LED projectors), the Care agency has designed a campaign called #DS3byNight, using unique Pixelstick technology. Never used in communication, this innovation, sourced directly from a New York start-up, allows images and texts to be dramatically highlighted.
The agency was thus able to use the first prototypes of Pixelsticks to make a film that presents itself as a light walk in Paris, after a ten-day night shoot in front of the most beautiful monuments of the capital. A true invitation to travel in light, the film #DS3byNight uses the codes and the universe of luxury and elegance specific to the DS brand.
# DS3byNight is expanding internationally, opening up to a phase of targeted and personalized “social guerrilla warfare” with major influencers in the 5 launch countries: France, Italy, Germany, Spain and Great Britain. Care and DS have imagined relaying personalized illuminated dedications on the Twitter accounts of these influencers, made with Pixelsticks. This guerrilla war is followed by an online media campaign aimed at widely viralizing the film and the making of the operation.
This innovative operation also has an important participatory extension: Internet users from all over the world are invited to compose their own messages that the brand will take care of highlighting against the backdrop of Parisian landscapes (30 messages each night for 10 days). The messages thus produced are distributed on the user's Twitter and Facebook accounts in order to be widely shared by their communities.
With Pixelstick technology, used here as a world first, Care and DS dramatically highlight the particularly successful light signature of the DS 3, while illustrating in a comprehensive and coherent way the values of elegance and the technological requirement of the brand.
To watch the film: http://youtu.be/iMudVfX67PQ
To watch the making of: http://youtu.be/XMxykBA7A0s
Care is a digital communication agency specializing in brand strategies and their deployment (sites, social networks, virality, mobile, etc.). The agency has been in existence for 12 years and now has 30 people. Among its main clients: FNAC, Peugeot, Lesieur, Citroën, Daikin, DS, Spontex, Système U, Estée Lauder, SNCF, GDF Suez, Siemens, Asus, Yooji, BNP Paribas Cardif, Prévention Routière, etc.