LIGHTSEEING – EXCITING COMFORTABLE
Idea: Test drive with best prospects
Avis and the French car brand DS Automobiles were for the first time partners of the Festival of Lights in 2018. They had a challenging task for our festival team: The brand new premium SUVs "DS 7 Crossback" should be brought into focus and as many visitors enjoy the benefits of the model.
Our idea was exclusive VIP tours in comfortable DS 7 under the slogan "Lightseeing". Through a raffle, the two partners were able to generate broad interest in the Lightseeing tours, so that the tours were a coveted attraction of the festival. Everyone wanted to get in 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.