The content has been very compelling!

Head of Media Mads Læsø Christensen at Citroën and DS Automobile's Danish media agency OMI says that Dagbladet was chosen because it is a good match between Citroën and the typical Dagbladet reader.

- I think this shines through clearly when we look at the response to our content.

The agency and client also wanted to be visible among the more car-crazy people on Dinside.

- In relation to DS Automobiles, it's more about putting the brand on the map. It's a long journey, but the native format provides a great opportunity to authentically tell the story of a car brand that is relatively unknown, even to those who are interested in cars.

Compelling content
As for the Citroën model, the customer wanted to focus on the fact that Citroën makes innovative cars in the form of the C4 Cactus, which is still the flagship in terms of design and technology. As for the other brand, DS Automobiles wanted to showcase the new model and talk about a brand that, in addition to being "the spirit of avant-garde", can also be driven on Norwegian roads.

Here we tested the DS 4 Crossback for the customer.

- So the primary KPI has been to get as many people as possible in the target group to read the content. "Stay on page" on the articles has been the most important KPI. The fact that we have also received a fair number of direct test drive bookings from people who have clicked through from the articles to the website is just an added bonus, which shows that the content has been very convincing," says Christensen.

OMI's Head of Media says that "overall there has been great satisfaction" with the client, which has resulted in the agency and client agreeing to make native a permanent item in the digital media budget.

Good conversion
Christensen says that they were very focused on generating leads with their digital activities, and they wanted to get people out to the dealerships and experience the cars.

- But with native, we haven't focused on only reaching people who are about to buy a new car. On the contrary, it's about creating awareness and getting people to consider the brands more closely the next time they buy a car. By telling a story that hopefully challenges any prejudices about French cars. In light of this, the campaigns have converted very well. We have a high reading time and those who choose to click through to the website from the article convert to leads to a significantly higher degree than, for example, visits from banner advertising.

Good cooperation
Christensen says that content production, campaign execution and feedback have worked well from Aller.
- You are particularly good at creating well-functioning content without particularly tight briefs.

He is also pleased with the cooperation between OMI and Aller.

- Impeccable. You have been very flexible. Several times we have had to change both articles and the booking itself, without any problems. The collaboration on creating the content itself has also worked very well.

Here we tested the Citroën C4 Cactus for the customer.

If you are interested in content solutions in Aller, please contact Tine or Kent!