Citroen Promo, Case study NORDIC SWEATER by Euro Rscg Amsterdam

Adsarchive » Promo , Case study » Citroen » NORDIC SWEATER

NORDIC SWEATER

Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Netherlands
Agency Euro Rscg Amsterdam
Creative Director Thijs De Boer, Peter Hamelinck
Art Director Matthijs Vrooijink
Copywriter Huub Haarhuis
Released November 2011

Credits & Description

Category: Automotive and Transport
Advertiser: CITROËN NETHERLANDS
Product/Service: CITROËN WINTERCHECK
Agency: EURO RSCG 4D
Creative Director: Peter Hamelinck (Euro RSCG Amsterdam)
Creative Director: Thijs De Boer (Euro RSCG Amsterdam)
Art Director: Matthijs Vrooijink (Euro RSCG Amsterdam)
Copywriter: Huub Haarhuis (Euro RSCG Amsterdam)
Strategy: Ralf Lambie (Euro RSCG Amsterdam)
Account: Simone Bergman (Euro RSCG Amsterdam)
Account: Sheila Da Silva (Euro RSCG Amsterdam)
Media placement: Local Digital Consumer PR - Nu.nl, AT5.nl, Linda.nl, Mannennieuws.nl, - 18-22 November 2011
Media placement: Local Digital Marcom PR - Marcomnieuws.nl, Reclamewereld.blog.nl, Reclameweek.nl, Versereclame.nl - 18-22 November 2011
Media placement: Local Digital Automotive PR - Autovisie.nl, Autoleasewereld.nl - 18-22 November 2011
Media placement: Local Digital B2B PR - DeOndernemer.nl, Aftersales.nl - 18-22 November 2011
Media placement: International Digital PR - Adweek.com, Creativereview.com, Notcot.org, Phlog.com, Weheart.com, Switchimage.org - 18-22 November 2011

Summary of the Campaign
Citroën introduces the Wintercheck; a free check to protect your car against winter. Usually people prepare for winter by putting on a warm coat and gloves. So why not do the exact same thing for your car?

We created a huge Nordic sweater: for your Citroën. As part of the campaign we randomly ‘dressed’ Citroën cars throughout The Netherlands and surprised several owners with the sweater. Owners and passers by started to take pictures, posted tweets and shared it with others. Car, lifestyle and advertising blogs followed quickly and published about it, both locally and internationally. Thousands of Citroën owners visited the Citroën Wintercheck and we reached Citroën owners in different ways than standard advertising does. At the end of the campaign our sweater was even asked to feature in an exposition about knitting in Dutch museum ‘Twentse Welle’.

The Situation
Every year, Citroën offers drivers the possibility to have their car checked out and get ready for winter. But how do you promote Citroëns’ Wintercheck when every car brand is promoting a similar service? By creating something extraordinary that no other car brand had done before: a huge Nordic sweater for your car.

The Goal
The goal was to generate traffic to the Citroën dealer shops during Citroën Wintercheck day on November 20th. A day where Citroën owners can have their car checked out and get ready for winter. The objective was to reach those Citroën owners in different ways than standard advertising does.

The Strategy
We based the campaign on the idea that we personally prepare ourselves for a harsh winter by putting on scarves, a pair of gloves, and a warm coat. And of course your car can use something extra. That's why we developed a a warm, big winter sweater for Citroën. An impactful way to generate attention and point out that your car deserves some extra care and attention too. The Nordic sweater for your car was the key visual in all PR and online seeding activities.

Execution
At various places on the street we put the sweater on real Citroën cars, without the owners knowing. Upon return, the car owners discovered that their car was covered in the sweater and made pictures, just as passers by. These pictures and films where shared online. The reactions of the public were used in a viral. This PR campaign generated a lot of from local and international press. We also used more traditional ways to make sure Citroën owners dropped by their dealer to have their car checked by using radio and DM.

Documented Results
As part of the campaign we randomly ‘dressed’ Citroën cars throughout The Netherlands and surprised several owners with the sweater. Owners and passers by started to take pictures, posted tweets and shared it with others. Car, lifestyle and advertising blogs followed quickly and published about it, both local and international.

Thousands of Citroën owners visited the Citroën Wintercheck and we reached Citroën owners in different ways than standard advertising does. At the end of the campaign our sweater was even asked to feature in an exposition about knitting in Dutch museum ‘Twentse Welle’.