Citroen Promo, Case study NEW WAYS by Media Contacts

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NEW WAYS

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Media Contacts
Creative Director Luis Renato Constantino
Art Director Neto Nogawa
Copywriter Felipe Cirino Almapbbdo
Released September 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: CITROEN
Product/Service: AIRCROSS
Date of First Appearance: Sep 19 2010
Entrant Company: MEDIA CONTACTS, Sao Paulo, BRAZIL
Entry URL: http://www.theadsonthetable.com/citroen/navigate-your-way/
Executive Director: André Zimmermann (Media Contacts)
Account Director: André Félix (Media Contacts)
Client Services: Lucas Polato (Media Contacts)
Creative Director: Luis Renato Constantino (Media Contacts)
Art Director: Neto Nogawa (Media Contacts)
Copywriter: Felipe Cirino (Media Contacts)
Planning: André Furtado (Media Contacts)
Media: Glenda Tugumia (Media Contacts)
Projects: Rubens Ermel (Media Contacts)
Development: Jeferson Rodrigues (Media Contacts)
Operation Director: Patrícia Souza (Media Contacts)
Media placement: Internet: Navigate your Own Way - Estado, MTV - October 2010
Media placement: Internet: GPS banner - R7 - September 2010
Media placement: Internet: Portal on your own way - IG - September 2010
Media placement: Internet: Sponsored links and content - Google, Yahoo! - September 2010
Media placement: Blogs (SMM) - Papo de Homem Objeto de Desejo Geek Chic Jovem Nerd Noticias Automotivas CarPlace - October 2010
Media placement: Internet: Expandable banner - IG - September 2010
Media placement: Internet: Yahoo Big Parking - Yahoo! - September 2010
Media placement: Internet: First Circel banner on a LREC format - R7 MTV AUTO ESPORTE TERRA ZAP ICARROS - September 2010

Insights, Strategy & the Idea
CITROËN’s Aircross is the brand’s first SUV launched in Brazil.

With its modern design, comfort, safety features and advanced technology, Aircross represents the entry of the brand into a segment never before explored, and with that, expects to take a chunk out of Ford’s 30% market share. Ford, one of CITROËN’s major competitors, manufacturers one of the country’s most popular SUV – the Ecosport.

CITROËN wanted to position the car as a different choice.

Our challenges were to:
• Increase test drives at dealerships, currently averaging 200/month
• Increase sales past 1,000 units/month
• Stay above the industry return results of 20%

Research shows that 70% of consumers prefer to buy cars that are perceived to have the most modern technology as possible.

Consumers want new choices, new ways and new formats. In a cluttered online environment, we gave consumers a reason to click: new ways to navigate.

Creative Execution
Media and market-first tools highlighted the Aircross’ modern features and functions, including graphic media in portals that generated interest, curiosity and impact:

• Interactive banners on popular sites incorporated a first-ever GPS, detailing the consumer’s latitude and longitude as they navigated throughout the page with their mouse.
• Bespoke tools let consumers take control and write their own headlines on IG, a popular portal.
• Aircross-sponsored links in relevant categories in search and display contained mobile actions that allowed for drivers to request test drives.
• Blogs, custom layouts and media display in car-specific sites featured expandable banners that let users customize how many cars they wanted to see with what features, essentially making the ad their own.
• On Yahoo! the homepage “fell” backwards into an easy-to-navigate pictorial site map “driven” by a 3D Aircross that let users literally navigate the page while seeing all the features of the car.

Results and Effectiveness
• Sales increased to an average of 1,433 per month
• Test drives increased 317%, resulting in an average of 833 per month, while the category average is 200!
• More than 58 million impressions
• 3% CTR while the Brazilian display campaign average is 1.3%.