Challenge

As the autos world turned electric, Citroën needed to stand out from the crowd with its range of award-winning cars.

Our task was to build awareness of Citroën as an electric vehicle brand and drive consideration and EV market share.

Solution

We identified a group of consumers who share the values of Citroën’s existing audience. Although this audience see car-buying as exhausting and pay little attention to category ads, they’re socially conscious and focused on positively moving the world forward – just like Citroën.

This gave us an opportunity to present these shared values through media and build an emotional connection with Citroën. Our work had to be rooted in tangible action, so we partnered with The Big Issue to provide a fleet of 16 co-branded electric Citroën vans, enabling them to deliver copies to vendors in a more sustainable way.

The campaign gained national exposure through an integrated media partnership. Advertorials and online content showcased how Citroën is shaping the future of mobility. Video content further brought this to life and reach was scaled through shorter-form content across organic and paid social, display, CRM and PR.

Results: Game Changing Success

PR achieved a reach of 400m as the story was picked up by trade and national press, securing value that far outweighed the media investment. We achieved lifts in key awareness and consideration brand metrics amongst those exposed to the campaign (source: Differentology).

We grew ‘awareness of Citroën as an EV brand’, brand consideration and ‘association of Citroën as an innovative brand’. Most importantly, this translated into sales success, with a significant YoY increase in Citroën’s EV market share.