With the launch of the new Citroën ë-C3, the French brand has revolutionised the automotive market by offering an electric car that is truly accessible to all. This 100% electric city car embodies Citroën's desire to make sustainable mobility more affordable without compromising on design and technology. To support this ambition, Citroën partnered with Invibes Advertising to create a powerful communication campaign. The results far exceeded expectations, confirming public interest in the new generation.
An ambitious digital campaign for a strategic launch
Citroën and Invibes Advertising, in partnership with Starcom and Leo Burnett, implemented a sophisticated digital strategy to promote the new C3. The main objective was to create brand awareness while generating strong consumer engagement.
To achieve these goals, the campaign was divided into two key phases:
Building brand awareness: An initial phase of intense exposure, reaching each user an average of seven times, helped to establish the new ë-C3 in the public's mind.
Drive consideration and engagement: A second phase of strategic retargeting helped maintain regular engagement (three to five interactions per user), amplifying the impact of the campaign.
To optimise performance, the Invibes Creative Workshop designed more than ten interactive ad formats using the latest innovations in display and video. This approach not only increased the visibility of the campaign, but also drove an interaction rate above industry standards.
Results far beyond expectations
The effectiveness of this campaign was based on precise targeting and a data-driven strategy. Invibes Advertising implemented multi-level audience segmentation to identify and reach a high purchase intent segment of 2.5 million users. This performance was made possible by in-depth analysis of consumer behaviour and preferences.
According to Estela Alonso, Senior Sales Manager at Invibes Advertising, "Using our Invibes Identification Network, we analysed user attributes and behaviours to identify audiences whose profiles matched the purchase intent identified in the pre-survey. This data-driven approach allowed us to reach high-potential segments, optimise campaign effectiveness and increase brand impact and recall.
The media and marketing results are impressive:
Ad viewability: 80% viewability rate, with exceptional compliance in terms of video completion rate (VTR), click-through rate (CTR) and brand safety.
Engagement and attention: The campaign exceeded industry benchmarks with a 174% increase in APM (Attention per 1,000 impressions) and a 57% increase in AVT (Average View Time).
Brand impact: A study conducted by Smartme Analytics showed a 71% increase in purchase intent, confirming the effectiveness of the advertising strategy implemented.
Cristina Pérez Ruiz, Marketing Director of Citroën Spain, is delighted with the results: "We are delighted with the media strategy implemented for the launch of the new C3, a milestone for the brand. The collaboration with Collective by Starcom, Leo Burnett and Invibes Advertising has produced exceptional results, exceeding industry benchmarks on all key indicators".
The launch of the new Citroën C3 represented a major challenge for the brand. This model not only replaced an iconic city car, but also introduced a refreshed design and embodied a new vision of accessible electric mobility.
With a bold and innovative advertising strategy, Citroën captured the public's attention and generated massive interest in the new ë-C3. The results show not only the effectiveness of the campaign, but also the commercial potential of the car.
This successful campaign bodes well for the new Citroën ë-C3, which could establish itself as a benchmark in the electric city car market.
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