Citroen Promo, Case study KONBINI by KONBINI

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Industry Cars
Media Promo & PR, Case study
Market France
Director Flavor Xav
Copywriter Pierre-Axel Pejouan
Editor Nicolas Larrouquere
Released April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: CITROËN
Product/Service: DS3
Date of First Appearance: Apr 2 2010 12:00AM
Entrant Company: KONBINI, Paris, FRANCE
Director: Flavor Xav
Executive Producer: Oriana Gay
Producers: Yannis Mangematin/Jean Noel Frezal
Editor: Nicolas Larrouquere
Copywriter: Pierre-Axel Pejouan
Art Direction: Arthur King/Marius Benjamin Petit
Sound Engineer: Karim Berraf
Camera Unit: Julien Rideau/Flavor Xav
Assistant Editor: Yannick Bouquard
Production Assistant: Sarah Vavasseur
Script Continuity: Marjorie Du Manoir/Kumi Okamoto
Media placement: Branded Content - 9 Episodes - Internet - April 2nd 2010
Media placement: Dedicated Website - Internet - March 21 2010
Media placement: Facebook Fanpage - Internet - April 2nd 2010

Results and Effectiveness
In 3 weeks Street Mapper totalled a number of 400,000 views, and was the talk of the web, while the city guide experience successfully extends itself on Facebook with daily city tips delivered to the Street Mapper Community.

Creative Execution
To bring CITROËN's newest car closer to its target demographic we created a revisited version of the city guide format putting the DS3 on the tracks of urban culture. Broadcast online and on social networks Street Mapper efficiently reaches a young target and projects the viewers into an innovative vision of urban living they can easily relate to. In 9 episodes the show takes viewers on a hip and fast-paced tour of London, Paris and Berlin with guests from a new wave of young, talented and creative city-dwellers, whose lifestyles and personalities embody the DS3 urban philosophy. Driven by cool urbanites all around Europe’s capital cities, placed at the heart of the programme, the DS3 appears to the viewers as a natural link between our guests and their favourite city spots: An organic product integration for an optimal effect on our target.

Insights, Strategy & the Idea
With the launch of the new DS3, and the slogan “anti retro”, Citroën wanted to reinforce their image as a forward-thinking brand, and position the DS3 as an urban car geared towards young, trendy and creative people. The objective of the campaign was to create an affinity relationship between the car and a young urban target (from 18 to 25) while defining CITROËN as a digital minded brand, aware of the changing lifestyle and activities of its customers. We were entrusted to create a branded video programme in which the DS3 will appear to evolve in its natural environment, the city, while addressing our key demographic in an unconventional way. A show that would extend itself to social networking platforms (Facebook, Twitter) in order to create a true community embracing the values promoted by CITROËN's DS3 brand.