True to the spirit of Citroën's 'Creative Technologie', Havas Sports & Entertainment conceptualised what has been hailed as an industry first, the DS5 Explore Challenge, to introduce Citroën's flagship model to South Africa.
Havas Sports & Entertainment identified the opportunity to showcase the Eastern Cape's wonderful tourism potential with the launch of the Citroen DS5, and brokered a partnership with the Eastern Cape Parks and Tourism Agency, which saw the DS5 Explore Challenge take in key tourist landmarks along the route. When technology meets humanity
Guests from the motoring and lifestyle media were provided with iPads and were guided through the route by a bespoke digital application, created by the agency, loaded onto the iPad. This also included a video briefing, featuring Citroën's managing director Didier Gerard and general manager for marketing Grant Bowring, which replaced the business session, which is a norm with such launches.
While en route, media could interact with the Citroën DS5 Explore app, exploring vehicle features, specs, colour spectrum and even a video that chronicled the 'inspiration behind the DS5 vehicle design'. They were also encouraged to photographs tourist landmarks along the way, which were then posted on Citroen's social media channels.
To add to the multisensory experience the drivers were accompanied by Metro FM personality and Citroën ambassador, Azania Mosaka, via the Citroën DS5 Explore radio show. The final destination
Media were hosted at a venue designed by golfing legend Jack Nicklaus, the St Francis Bay Golf Links. The day of exploration in the Eastern Cape was followed by a dinner and informal networking.
Citroën's public relations manager, Sharon Garson, said, "The Citroën DS5 launch was meant to introduce the vehicle to motoring and lifestyle media in a sumptuous setting while entrenching our Creative Techonolgie positioning. Havas Sports & Entertainment understood our intent and delivered to the highest standards."
Sechaba Makume, account manager for Havas Sports & Entertainment, said, "We appreciate the privilege of working with brands that seek to push boundaries and the Citroën DS5 launch was one example of what happens when technology meets humanity."