Client

DS Automobiles is a French premium automotive brand that combines innovative technology, premium comfort, and contemporary design. The brand introduced its new model, the DS 7 Crossback, to the Ukrainian market.

Challenge 
The key challenge was launching a new premium vehicle in the Ukrainian market within a highly competitive luxury automotive segment and with a limited marketing budget. With relatively modest investment, the campaign needed to quickly generate interest in the new model, ensure large-scale reach among the target audience, and strengthen brand positioning. An additional challenge was to create a campaign that would not feel like traditional automotive advertising, but instead engage audiences organically through a compelling newsworthy story.

Video
Strategy

A multi-channel launch strategy was developed with a focus on viral awareness and maximum reach among premium audiences.

The core campaign idea centered around creating intrigue around a mysterious motorcade in Kyiv, allegedly carrying the vehicle of Emmanuel Macron. The campaign evolved through a series of newsworthy triggers designed to gradually engage audiences and build interest in the brand.

To scale campaign reach, the following channels were activated:

  • PR & Media placements 
  • Google Search Ads 
  • Google Display Ads 
  • Facebook targeted ads 
  • YouTube Ads 
  • Radio placements

Geo & Audience 
Ukraine. Men and women aged 30–55 with high income levels, automotive enthusiasts, premium audiences, business professionals, opinion leaders, and potential buyers in the premium automotive segment.

Impact

The campaign successfully generated strong interest in the launch of the DS 7 Crossback and significantly increased brand awareness in Ukraine. Through the combination of viral PR, native content, and digital amplification, the campaign created a powerful media effect that substantially exceeded initial KPIs.

The unconventional storytelling approach increased audience engagement and enabled the brand to integrate organically into the media landscape without relying on traditional advertising formats.

Result
  • Total campaign reach: 4.47M+ 
  • Planned reach exceeded by 15.5% 
  • Organic media reach: 1.28M 
  • Digital channels reach: 2.59M 
  • Radio reach: 605K+ 
  • YouTube campaign generated 534K+ views 
  • All KPIs achieved within the planned budget