Citroën evolves: the massive Spanish campaign to win back the public

After several months of significant transitions and structural challenges, Citroën is entering a crucial phase of its contemporary history: the era of reconnection. Driven by a leadership determined to restore the brand's luster, the French manufacturer is doing more than just renewing its entire vehicle lineup. It is now focusing on a strategy of increased proximity, translated through major partnerships and strong local communication. While this dynamic is visible across Europe, it is in Spain that Citroën is making its boldest move. With the launch of a 360° campaign titled "How We Have Changed" (Como hemos cambiado), the brand asserts its desire for transparency and renewal. This initiative, designed specifically by and for the Spanish market, marks the beginning of an era where emotion and technology meet to restore a lasting bond of trust with motorists.

A 100% spanish campaign for a total renewal

The genesis of this initiative is based on a simple observation: to move forward, one must acknowledge the path traveled. Citroën chose Spain, a major industrial hub for the brand, to deploy 100% local communication. This project is not a mere adaptation of a global strategy but an original creation designed by Spanish teams to meet the specific expectations of their audience. The main objective is to demonstrate, in concrete terms, the significant evolutions brought to the Citroën catalog in recent years.

Beyond image, this campaign highlights pragmatic arguments intended to reassure the most demanding consumers. It focuses on new models but, more importantly, on new powertrains. Whether it is full electrification, hybridization, or the refinement of internal combustion engines, Citroën wants to prove it has a solution for every use. To seal this promise of reliability, the brand promotes its 8-year warranty, a powerful argument for regaining public trust. By embracing its transformations, Citroën is not just looking to sell cars but to weave new bonds based on peace of mind and transparency.

A 360° strategy for a massive impact on the public

To carry this message of transformation, Citroën has thought big with a so-called 360° deployment strategy. In collaboration with the agency Havas Creative, the brand is investing in every possible communication channel to reach the entire Spanish population. This massive setup leaves nothing to chance: television, radio, outdoor advertising, social media, and print media are all mobilized together. The campaign was designed to be omnipresent in citizens' daily lives, whether during a city commute in front of a digital bus shelter or during a family radio session.

The strength of this campaign also lies in the variety of formats offered. Citroën presents a main film of 1 minute 30 seconds, allowing for a rich and immersive narrative, complemented by shorter 20 and 30-second versions for effective repetition across screens. This multi-channel presence is essential for a brand that wishes to leave a lasting impression. By occupying the media space so intensely, Citroën ensures its message of change reaches every household, thus affirming its position as an essential manufacturer close to local realities.

https://www.youtube.com/watch?v=XxhU7H9U1lc

Emotion and technology: the pillars of reconnection

To embody this metaphor of a revived friendship, Citroën Spain called upon an iconic figure of the local artistic scene: Natalia Lacunza. The artist reinterprets a 90s classic, "Como hemos cambiado," a song whose title perfectly summarizes the brand's ambition. This musical choice is not accidental; it evokes nostalgia while remaining modern thanks to a contemporary sound. The commercial, directed by Tomás Peña, features moments of reunions, perfectly illustrating Citroën's desire to place itself back at the center of drivers' emotions.

This campaign is also an opportunity to highlight the technological innovations that now equip the latest models in the range. Citroën is no longer just talking about physical comfort but global well-being. This includes the integration of artificial intelligence with ChatGPT, large touchscreens, and up to 24 driving aids (ADAS). Cristina Pérez Ruiz, Marketing Director of Citroën Spain, emphasizes this goal: "Our aim is to create a bond with the Spanish public through a positive emotional connection, conveying the evolution of Citroën's brand image and its latest models." On his part, José Izaguirre, Creative Director, adds: "'How We’ve Changed' is not just a campaign; it's about showing that the complete transformation is a reality. The brand has evolved along with the people."

In conclusion, Citroën is resolutely committed to a phase of deep reconnection with its public, in line with the vision shared by Xavier Chardon. This desire to regain proximity with drivers adapts to the specificities of each country. While in Italy, this involves major sporting events like the partnership with RCS Sport, it is in Spain that the approach is most explicit and massive. By offering a local, honest, and human-centered campaign, Citroën is not just presenting new products; it is inviting the public to rediscover a brand that has been able to question itself to better serve them. The message is clear: Citroën has changed, and this evolution is built to last.