Launch Citroën’s new flagship model, DS5, beyond the vertical motoring media and encourage test drives
Establish DS5 as a genuine alternative in the executive market
Bring to life the model’s strap line: ‘The refined, redefined’
Fan Insight
‘Gastro-sexuals’ identified as target audience for the DS5
Foodies love nothing better than making gastro ‘discoveries’ and sharing amongst their peers
Food bloggers exert huge influence over this community
Creative Solution
Masterchef winner Tim Anderson recruited to create a DS5 inspired pop-up restaurant
£5 menu developed based upon the 5 senses, with all proceeds going to FareShare, a food poverty charity
As media preview, a ‘foodie’ treasure hunt invited journalists to drive the DS5 to forage for ingredients and then cook with Tim Positive reviews directed public to a DS5 Facebook tab to enter the ballot for a table at the restaurant, installed for four days within a ‘blank canvas’ warehouse in Shoreditch
The Results
Delicious by DS5 was voted ‘Best Hospitality Experience’ at the 2012 Eventia Awards, beating Wimbledon and Ascot
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