Cycle & Carriage partners SPH Magazines on DS 7 Crossback launch

Marketing Objective

Cycle and Carriage seeks to create buzz and visibility for the new DS 7 Crossback — from the French carmaker DS Automobiles — across different audience segments and multiple touchpoints.



SPH Magazines crafted out a high-impact, multi-touchpoint campaign that enabled the brand to reach both motoring enthusiasts and high net worth consumers. The campaign is anchored by two curated events brought together by Torque and The Peak, the market-leading motoring and luxury magazines respectively.


First-hand experience of the car

Over two evenings, Torque and The Peak invited motoring enthusiasts to the DS Showroom to hear from the brand and test-drive the new car. The Torque editor also shared his perspective of the car. Test drive and expert opinion are two of the top channels of influence for car buyers in Singapore, as found in a research study by Dentsu. 


Click on the gallery below for some highlights from both evenings.


What the brand had to say:

We were able to tap into the magazines’ strong following and engage motoring enthusiasts to introduce DS Automobiles latest flagship model, the new DS 7 Crossback PureTech 180 variant. Guests enjoyed an evening of test drives, French canapés and took home a customized gift. It’s been a pleasure working with the team as they were prompt and efficient and understood our brief perfectly!

– Mr. Dave Wong, Senior Manager, Sales & Marketing, Cycle & Carriage France Pte Ltd  


Creating buzz and visibility for the brand

The Peak’s Golf Tournament — joined by over 140 golfers including C-suite executives, professionals and distinguished diplomats — was a perfect opportunity for the brand to gain visibility amongst high net worth consumers and to create buzz for its new launch. The new DS 7 Crossback was strategically displayed at the venue and given away as a Hole-in-One prize, on top of other attractive lucky draw prizes from DS Automobiles.




Maximising brand visibility

Visibility for the launch did not end at the events. To ensure that it reaches as many of its target consumers as possible, the campaign was augmented with media placements across the print and digital channels of both Torque and The Peak — with a reach totalling close to 300,000 consumers.



Full page ad and post-event publicity on print


Post-event publicity on website and social media


Multi-touchpoint solutions reaching multiple audience segments 

Cycle and Carriage benefitted from the ease and efficiency of reaching multiple audience segments by leveraging SPH Magazines’ diverse portfolio of market-leading titles that cuts across various genres and platforms.

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