The campaign, entitled ‘Street Energy’, will launch online via a dedicated microsite, and in paper on Saturday, 30th July in The Telegraph Magazine.
In paper activity will launch with four features running over four consecutive weeks in the magazine focussing on sport, music, fashion and art including a professional free-runner, Samba drummers, a new fashion collection inspired by roads and pipelines and 3D projection mapping on Citroën DS4.
TMG will produce a video of each of the four individuals featured in the articles and using Digital Space watermarking technology, the printed pages will come to life when scanned by a reader using their smart phone, showing a Telegraph-produced video of the individual in action with new Citroën DS4.
The microsite will include all print content, video features and additional DS4 content, using both mobile and online display activity.
Tristan Taylor, Creative Solutions Manager, TMG said: “This campaign will feature the most advanced and highest quality video production from the Telegraph to date which fits perfectly with Citroën’s ‘creative technology’ brand. The campaign’s engaging content and print technology innovation will give our readers an exciting insight to the new Citroën DS4.”
Emma Christian, Head of Advertising and Marketing Communications at Citroën UK commented: “We’re delighted to work with the Telegraph on such an innovative campaign. It was the perfect fit for us; using Creative Technology to deliver the campaign and bringing the non conformism of the new Citroën DS4 to life using the talents that really differ from the norm.”
