The car that saved a French president’s life was the centrepiece of a ground-breaking dealer conference.
Event production specialist Crown was tasked with creating a memorable milestone for Citroën at the Barclaycard Arena in Birmingham this month.
The presentation took the audience through the history of the Citroën and DS brands and revealed the firm’s new brand strategy for the two ranges.
The show featured a recreation of the classic DS in which French president Charles de Gaulle survived an assassination attempt, because the car could by driven on three wheels when its tyres were blown out by a sniper’s bullet. The new model was used by current president François Hollande in a Paris parade last year.
Simon Hambley, Director of Live at Crown said the brief was to come up with great stories that the dealers would take back to use in the showroom to get buyers excited about the vehicles.
He said: “These vehicles have an incredibly rich history and we wanted to bring that out for the dealers. It was technically challenging because it used our giant LED screens and we were able to let the vehicles to drive on the stage and into the audience. It looked like a million dollars – but it didn’t cost anything like that.”
Neville Staines, head of national events at Citroën, said: “Crown has helped instil excitement and pride in our brand and we are delighted that our story was able to be brought to life. ”
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