LIGHTSEEING – EXCITING COMFORTABLE
Idea: Test drive with best prospects
Avis Mietwagen and the French car brand DS Automobiles were partners of the Festival of Lights for the first time in 2018. They had a challenging task for our festival team: The brand new premium SUVs "DS 7 Crossback" should be put in the spotlight and as many visitors as possible should enjoy the benefits of the model.
Our ideas were exclusive VIP tours in comfortable DS 7s under the catchword "Lightseeing". The two partners were able to generate widespread interest in the lightseeing tours via a sweepstake, so that the tours became a sought-after attraction at the festival. Everyone wanted to get on and explore the festival in comfort.
Implementation: Great event for car friends
The lucky winners were driving a 90-minute tour on a given route. On the way, they made all the highlights of the festival station. The winners of the new perspective on the art of light were especially enthusiastic. Thanks to the glass panorama roof in the DS 7 Crossback, you could comfortably enjoy the free, all-round view while seated.
The Lightseeing tours were advertised on all festival channels and announced in prime time on high-range radio stations in Berlin. The used DS 7 Crossbacks were in great demand and fully booked.
Result: Pure emotion
The Lightseeing idea was a festival premiere and inspired everyone who was there. The tours became an unforgettable experience for all participants.
Avis and DS 7 used the festival to emotionalize their own brand and promote the new model. Due to the strong media response, our partners secured wide attention, positive perception and many new customer contacts.