
Citroën is preparing to launch its new C4 in France in February. To accompany this launch, the brand is launching a major communication campaign from 2 February, combining emotion and science fiction. This initiative marks a new step in the brand's advertising strategy, which relies on an original and immersive narrative to captivate its audience.
Directed by Gary Freedman, the commercial tells the story of an unlikely friendship between a young woman and an alien called "Mike". Together, they embark on an exciting adventure aboard the ë-C4, complete with breathtaking chase scenes involving military helicopters and police cars. While everything seems to herald an emotional separation, the alien decides to stay on Earth, convinced by the unparalleled comfort of the vehicle.
This one-minute TV spot is part of an extensive advertising campaign that includes digital activations, billboards and dedicated content on social networks. "Mike", the lovable alien, becomes the hero of humorous digital capsules that extend his adventures in new scenarios, particularly in Citroën dealerships.
Citroën is bringing audacity back into its communication strategy.
Since the arrival of Thierry Koskas at the head of the brand, the brand has shown a clear desire to breathe a breath of audacity into its communication. After the "Le Patineur" campaign for its commercial vehicles and "La Révolution" for the new C3, Citroën wants to make an impression with innovative and impactful communication for the C4.
"We wanted to capture the essence of Citroën: to offer vehicles that combine innovation, accessibility and joie de vivre," explains Federico Goyret, Marketing Director of Citroën. "This campaign explores universal emotions such as trust and surprise, while highlighting the unrivalled comfort of the Citroën ë-C4".
Comfort is not a trivial choice. Citroën has always placed it at the heart of its identity, and this campaign reaffirms that ambition. In particular, the ë-C4 benefits from suspension with progressive hydraulic stops and Advanced Comfort seats, which transform every journey into an experience of smoothness and well-being.
A nostalgic homage and an effective strategy.
Citroën combines audacity and nostalgia by drawing inspiration from the world of the cult film E.T., the Extra-Terrestrial. The ad's scenario recalls the touching relationship between Elliott and the alien in Steven Spielberg's film, while adding a touch of humour and modernity. This clever nod reinforces the public's attachment to the brand and its model.
With this campaign, Citroën, which has a long tradition of iconic campaigns, confirms its expertise in storytelling and visual impact. Thanks to this original campaign, the brand is able to combine modernity and heritage, while highlighting the main advantages of its flagship model.
With this ad, Citroën confirms its ambition to return to the forefront and make an impression. Between audacity, emotion and a nostalgic wink, the brand is betting on an effective strategy to seduce motorists and reaffirm its unique identity on the market.
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