Citroën has always known how to make an impression with its advertising campaigns, from the illuminated Eiffel Tower to the Visa jumping off an aircraft carrier, the brand has often been innovative. On his arrival, Thierry Koskas announced that he wanted to change the tone of the brand's communication, which was demonstrated with the launch spot for the new C3, entitled "The revolution has begun", which relied on an original and dynamic approach to attract attention. But that's not all: to reinforce its communication, Citroën also launched an interactive configurator in partnership with Orange, a project that won a silver award at the Adtech Awards. A success that demonstrates the brand's willingness to think outside the box and explore new forms of advertising.
Reward for an innovative campaign
A few days ago, at the Adtech Awards gala, Citroën won the silver prize in the "Best TV advertising solution" category for its collaboration with Orange Advertising, Publicis Media, Starcom and Publicis Media Content. This award highlights the innovative strategy implemented to promote the new C3.
The winning project integrated an interactive car configurator accessible via Orange's Canal 29 TV channel. This configurator allowed viewers to personalise the ëC3 model in real time. This digital solution, innovative in the field of television advertising, attracted attention and offered a unique user experience.
In addition to this interactive configurator, the campaign was supported by promotions on the Orange TV home screen through display and interstitial formats. The aim was to increase the visibility of the ëC3, while encouraging interaction with viewers in a fluid and modern way.
Another key dimension of this campaign was the precise evaluation of its effectiveness. By comparing the results of this interactive approach with those of a traditional linear TV campaign, the teams were able to observe a significant increase in engagement and reach. This measured approach allowed them to demonstrate the effectiveness of more targeted advertising. interactive.
Modern communication since the arrival of Thierry Koskas
Since Thierry Koskas took over at the helm of Citroën, the brand has revamped its communication strategy. The focus is on innovation, technology and personalising the customer experience. In this context, Citroën has been able to adapt to new market trends and consumer expectations in terms of digitalisation and interaction.
This campaign around the C3 is a perfect example of this desire for innovation. The choice of interactive television, combined with the precise analysis of engagement data, illustrates a modern and targeted approach. But beyond the technical aspects, Citroën has established itself as a pioneer in automotive advertising, skilfully combining traditional channels with digital innovation.
In an increasingly competitive market, this strategy allows Citroën to differentiate itself while engaging more directly with its customers. In particular, the interactive configurator provides a fluid and personalised user experience that will appeal to an audience looking for new ways to interact with brands.
Citroën's win at the Adtech Awards for its ëC3 campaign is a strong sign of its commitment to redefining the codes of automotive advertising. Through strategic partnerships and more targeted communication, the brand is pursuing more direct and effective communication. This campaign also illustrates a profound change in the way Citroën communicates with its consumers. The integration of modern technologies through interactive formats is a trend that is likely to become widespread in the coming years, with promising prospects.
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