Citroen Promo, Case study ANTI-RETRO VIDEO IN PRINT by H.

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Industry Cars
Media Promo & PR, Case study
Market France
Agency H.
Creative Director Eric Galmard, Justin M. Hooper
Art Director Rachel Philippe
Photographer Duncan Snow
Account Supervisor Reboul Hugues
Released April 2010

Credits & Description

Category: Best Use of Magazines
Advertiser: CITROËN
Product/Service: DS3
Agency: H
Date of First Appearance: Apr 2 2010 12:00AM
Entrant Company: H, Suresnes, FRANCE
International Creative Director: Gilbert Scher (H-Paris)
Creative Director: Justin Hooper (Euro RSCG London)
Photographer: Duncan Snow (Astuce Production)
Media Planner: Dominique Bost (Havas Medias)
Graphic Designer: Benedicte Sillon (H-Paris)
Account Supervisor: Hugues Reboul (H-Paris)
Creative Director: Eric Galmard (H-Paris)
Art Director: Philippe Rachel (H-Paris)
International Brand Coordinator: Eric Britton (H-Paris)
TV Producer: Christopher Thiery (H-Paris)
Media placement: Press - Enjeux les echos - 02 /04 / 2010

Results and Effectiveness
RESULTS : In March 2010, the new Citroën DS3 was launched and found success immediately, with 6,000 sales in France. With the publication of video-in-print on April 2nd, the pace accelerated: the sales of the Citroën DS3 reached 110% of the sales objectives during the first week of April. Nothing can stop the ANTI RETRO move, which also fascinates editorials such as TV, radio press and Internet. With 74 publications (Internet: 33 – Press: 16 – TV: 5 – Radio: 5) talking about the video-in-print between the eve of its publication and April 10th, Citroën created a real buzz and reached its goal: being creative.

Creative Execution
THE INSIGHT: The world of Superminis is dominated by brands which have resurrected icons from the past. Citroën DS3 is a product which borrows its name from the iconic 1950s Citroën DS but which associates it with an innovative and modern car symbolised by the number 3. Citroën DS3 is glamorous, maverick, individualistic and clearly refutes the past.

Insights, Strategy & the Idea
Objectives: 1. Further establish the Anti-Retro positioning of the Citroën DS3 in a non-traditional way 2. Generate PR around the launch of the new Citroën DS3 hence creating awareness for the model 3. Be relevant with the brand positioning: Creative Technology, which means Citroën is an innovative and non-conformist brand.