The Challenge
- 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
Related work.
Vauxhall
Electric Streets
Volkswagen Commercial Vehicles
Voice of Industry Studies
Sail GP
Dubai Race Launch
Nissan Europe
Nissan Design Europe 20th anniversary celebration
Genesis
Scottish Open
Horse Welfare Board
Thoroughbred Census
CopyBet
QPR Sponsorship Activation
Vauxhall
EV Etiquette Guide
Be Bold.
It’s time to come off the fence:
How can we help you?
Message us
Back to top
UK
The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
/// doors grants motion
Middle East
PO Box 502058 Office 1905, Aurora Tower, Dubai Media City Dubai U.A.E
/// quietest blurted filter
© Copyright. Registered in England and Wales No. 04006809