GO ARTE URBANA by TORKE+CC for Citroen

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GO ARTE URBANA

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Industry Cars
Media Promo & PR, Case study
Market Portugal
Agency TORKE+CC
Creative Director Frederico Roberto
Art Director Miguel Marques, Virgolino Almeida
Copywriter Bob Ferraz
Released September 2011

Credits & Description

Category: Automotive and Transport
Advertiser: CITROËN
Product/Service: CITROËN DS3
Agency: TORKE
Chief Creative Officer: André Rabanea (Torke)
Creative Director: Frederico Roberto (Torke)
Copywriter: Bob Ferraz (Torke)
Art Director: Miguel Marques (Torke)
Art Director: Virgolino Almeida (Torke)
Project Manager: Joana Duarte (Torke)
Project Manager: Sérgio Gomes (Torke)
Planner: Thaís Sumida (Torke)
Media placement: Consumer PR - Time Out Lisbon - September the 2nd

Summary of the Campaign
The Citroën DS3 is an ultra-modern car, very 'customable' with a cool look and feel. The challenge was to showcase all of its attributes in a way that reflected the car's philosophy. Our goal was to prompt test-drive experiences, sales and, of course, an unforgettable brand experience. To do so, and because Lisbon has one of the largest street art collections in the world, we developed the Go Arte Urbana city tour project, in 2 DS3, fully decorated by 2 portuguese street artists, where citizens or tourists, friends or strangers could make a visit to this huge open-air museum which is Lisbon.

The tour lasted 1 hour and went through the main works of street air in the portuguese capital, with the drivers being street artists themselves as the tour guides, explaining everything about the arts.

19% increase in sales after the stunt, 32% more test-drives in comparison with other similar campaigns, and media coverage worth over €300,000. This unusual tour, took center stage on Lisbon's City Hall Urban Art Gallery opening campaign, making it news worthy and target of Lisbon's Tourism office to integrate it as an official city tour.

The Situation
This unusual tour, took centre stage on Lisbon's City Hall Urban Art Gallery opening campaign, making it newsworthy and the target of Lisbon's Tourism office to integrate it as an official city tour. As such, people started to schedule the city tour to see their own city's works of art, which were never noticed with 'artsy' eyes.

The Goal
Our goal was to create a stunt that would gain attention to general media and not only the automotive specialized media, thus reaching a wider audience. So, in order to do so, we’ve created a stunt so relevant to the city of Lisbon, that gained (and changed) people’s perception towards street art and, of course, general media attention due to its newsworthy value. It was a clear stunt created to reach Lisbon citizens, with a urban lifestyle but with a greater goal: to have a PR status that would boost the brand’s notoriety.

The Strategy
Over the course of 3 months, people had to schedule a city tour on the brand's facebook page. The cars were showcased in Lisbon's City Hall Urban Art Gallery opening campaign, after a 2-day customisation. The drivers were the very own street artists that served as guides.

Execution
The campaign was implemented in the second semester of 2011 and it lasted 3 months. Within 1 month, the city tour was fully booked. The city tour took place around Lisbon and lasted 1 hours. The cars were personalised by street artists Super Van and Pariz One over the course of 2 days. The city tour scheduling took place on the brand's facebook page.

Documented Results
Almost 3,000 people did the tour, a 19% increase in sales after the stunt, 32% more test-drives in comparison with other similar campaigns, and media coverage worth over €300,000. This unusual tour, took center stage on Lisbon's City Hall Urban Art Gallery opening campaign, making it news worthy and target of Lisbon's Tourism office to integrate it as an official city tour. The brand wanted to rejuvenate itself and that is what the DS line is for.