Citroën to the final of Aller Best 2017

Henrik Staib, Strategic Group Account Manager at Aller Media, wanted to give the client a campaign that built on and strengthened the associations people had, or should have, with Citroën - and create conversion to test drives.

- Citroën operates in a highly competitive market and wanted to create awareness of the C3 car model to differentiate it from the competition. Citroën's campaign for the C3 car model was designed to reach young and urban people and create awareness and soft leads among them. The attributes they wanted to associate themselves with were that the car set you free and was a bit quirky. The media outlet had to play on some of those strings," says Staib.

Chose to use film

How to inform and influence the primary target group of young, urban, highly educated people to want to test drive the Citroën C3?

- We ended up creating a car campaign that didn't look like a car campaign. This was to get the target audience to explore the Citroën C3's characteristics such as easy handling, innovative design, innovative, great value for money, fun and lively but at the same time standing out in the crowd of small cars.

The impact of the campaign

Aller added target group data via Audience Project to hit the target group cleanly, at the same time as they wanted to reach a wide audience with coverage formats. Users were invited on two excursions where a couple surprises each other with a lunch date at Grefsenkollen and a movie date at Bygdøy Sjøbad.

- Through a user survey, the car's USPs were highlighted. "We ran a user survey after the campaign, both for exposed and non-exposed customers. This showed very good results and proves that the campaign has had a positive effect by shifting the preference in several key areas for the customer," Staib explains

Shattered the target number of test drives

The idea was to tell a story about a couple, who represented the target group, using the car as a tool.

- We reached a broad target group defined by the customer and agency. The content was read by as many as 30,000 unique users, many of whom showed a high level of interest by navigating to citroen.no no for more information about the features of the C3 and to book a test drive," says Staib.

Has built both brand and preference

KPIs related to the Citroën brand have a significant difference among those who have seen ads in the campaign vs. those who have not seen ads. "Fun and lively", "Comfortable driving experience" and "Innovative and innovative" are parameters that all have a percentage growth of around 25% or higher. The target group purchases have hit very well, especially on age, couples, income and education (Source: Enreach)

- 30% of those who have seen the campaign have both the intention to buy and the desire to test drive. This is a high figure and shows that our campaign has built both brand and preference," concludes Staib.

See the case film here: