DS Automobiles

In partnership with Sky Arts

DS Automobiles sought a top quality partnership that would complement and elevate their new brand launch of the DS 5. The objective was to raise awareness and recognition amongst an ABC1 audience and stand out against competitor brands. They wanted to build brand perception of DS within the arts space and increase consideration, through engagement to individuals with a passion for design and creativity. As DS’ first TV sponsorship, it was vital that the partnership complimented everything the DS brand stands for.

The DS brand’s emphasis and celebration of French craftsmanship, refinement and style made a partnership with Sky Arts a natural fit. Hosting a breadth of premium and stylish content, related to the Arts and Culture scene, Sky Arts was the perfect platform for DS to reach their target audience, and establish the brand’s core values in the market. With a shared passion for working with the ‘greats’ in their industries, the partnership allowed the brands to collaborate on a campaign that would truly align in artistic direction and flair and extend beyond ‘badging’ to integrate the brands seamlessly.

As a result of the two brand’s common interest in beauty and innovation, Sky Arts provided a truly multi-platform collaboration with DS including TV, digital, social media and event activation. Sky Arts offered precisely what DS required, with premium and stylish content related to the Arts and Culture scene and a mass audience of over 22m individuals per annum, providing both brand alignment and scale.

Playing to the two brand’s synergies and in a first for Sky Media, DS became a sponsor at the annual South Bank Awards, extending the brand’s reach even further. This activation successfully associated DS with a range of household talent, well known for their contribution to the Arts in the UK, on the ground at the event and in the promotion surrounding the event.

DS and Sky Arts launched the 360° partnership with a channel sponsorship across TV, on-demand and digital platforms. This association immediately reinforced the brand’s avant-garde approach and philosophy through the perfectly engineered creative and provided a platform to reach a mass audience and ignite recognition amongst viewers.

To unite the two brands further, Sky Arts provided editorial content with prizes and ticket giveaways to DS’ e-mag subscribers and ran bespoke sky competitions within dealerships to reach both new and existing customers across multiple touchpoints.

Furthermore, in a first for Sky Media, DS Automobiles supported creative excellence in the arts by sponsoring the ‘Visual Art’ accolade award at the 2016 South Bank Sky Arts Awards. This unique association with a longstanding and premium event hosted by Sky Art provided DS the opportunity to extend their involvement to on the ground activation at the event. DS showcased a fleet of DS 5 cars by transporting talent, including Twiggy and Lenny Henry, in chauffeur-driven branded vehicles, to ensure they arrived at the event in style.