Citroen Promo, Case study WORLD PREMIERE CITROËN DS5 by Havas Worldwide Paris

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Industry Cars
Media Promo & PR, Case study
Market France
Agency Havas Worldwide Paris
Released September 2012

Credits & Description

Category: Automotive and Transport
Advertiser: CITROËN
Product/Service: CAR MODEL LAUNCH
Events & Partnerships Manager France: Julien Faux (CITROËN)
Media placement: INTERNET - CITROËN FACEBOOK PAGE - 12 April 2011

Summary of the Campaign
The challenge: presentation of the DS line to the Chinese market, and the world preview of the DS5 - the latest premium model for the international press. An up-market, avant-garde program carrying the brand signature "Creative Technology", for the day before the opening of the press days at the Shanghai Auto Show.
Our recommendation: create an exclusive communications object DS World by CITROEN, an "architectural flash" at the foot of the tallest and most emblematic building in Shanghai, the Bottle Opener (Shanghai World Financial Center). An exclusive and original setting for the presentation of Citroen's ambitions in China, with the DS line and the international revelation of the DS5.

The Situation
Citroen is the sixth biggest car manufacturer in the world. In 2009 the brand launched its premium line, DS - a symbol of its creativity, its powers of innovation and its audacity. This was a move up-market by the brand for a new category of customers. As announced, the first two creations, DS3 and DS4, were brought to market in less than 2 years. And there is an enthusiastic welcome awaiting the DS5.
This event is the opportunity for Citroen to introduce itself in a premium role to the Chinese market, the world's largest automobile market since 2009 and the brand's 2nd most important target.

The Goal
To leave an impression on everyone's mind, surprise the international press, who are used to stylistic extravagances and an audacious flourish, we created an ambitious and unprecedented event.

The Strategy
Unique and exceptional, these are the key words of our campaign.
- A unique exhibition site never before exploited for an event
- A communications object providing unique visibility for the brand in the heart of the busiest business area in the world
- An upstream communications strategy generating expectancy and curiosity on the net
- An audacious architectural stage setting
- Innovative technology

-A unique exhibition site never before exploited for an event / 28 days for set up / 3 days of brand presence.
-A communications object providing unique visibility for the brand / Capitalizing on the "Big Picture" in the heart of Shanghai
-An upstream communications strategy / Buzz on the internet, teasing on the Citroen fan page, direct display in Facebook, distribution of show on YouTube
-An audacious architectural stage setting / Organic volumes, 30 m stage opening, 75m stage, repeat images, 3 show areas
-Innovative technology / Video projection on a 100% screen area, multiple reliefs and perspectives in 4D, immersion sound system
-A 50 minute show with 3 vehicle revelations for the Chinese public (more than 150 Chinese journalists present and 50 local VIPs), finale with 500 invited guests revealing the DS5 for all press and publics
-Broadcast by satellite for internal Citroen publics (26 connected sites)
-Coordination and management of 12 interview centers per pool of journalists, media center, private rooms for exclusive interviews

Documented Results
- Increase in fans on the Citroen page in Facebook: 86,000 before, 214,000 fans on April 22, 4 days after the show.
- Over 110,000 viewings on YouTube as of April 20 on the two official sites
- News and current affairs (TF1, France 2, Auto Moto, Libération, La Tribune, New Tang Dynasty Television, Yellow Odeon TV, Auto News 24, Argus Auto, leblog auto, Raceway News TV, Automobile, BFM TV, AutoLine Detroit,,, etc.).
- Over 314,000 results on for searches "Citroen DS5 Shanghai Reveal"
- 1,280,000 search results on for "Citroen DS 5 Shanghai"
- More than 400 press clippings in France (source Argus).