Citroën is continuing its international expansion by strengthening its presence in emerging markets. After a successful offensive in India and Latin America, the Chevrolet brand is turning its attention to the Middle East. In this highly competitive region, particularly in Dubai, Citroën is relying on a rather original marketing strategy to stand out and attract new customers.
Buses in Citroën colours for maximum visibility
In a metropolis where premium car brands dominate the landscape, Citroën has to find innovative ways to attract attention. To achieve this, the brand decided to paint Dubai's buses in the colours of its range. This idea is as striking as it is effective in capturing the minds of residents and tourists who travel through the city every day.
The campaign was created in partnership with Info Media Group - Middle East, a company specialising in mobile advertising. Thanks to a special translucent advertising film, the city's buses are transformed into rolling billboards. Only the windscreen remains unobstructed to ensure driver safety.
The benefits of this technology are twofold: inside the bus, passengers have a clear view of Dubai's streets; outside, residents and tourists enjoy an attractive display highlighting iconic models such as the C5 Aircross SUV and the C3 city car. This approach allows Citroën to raise its profile in an effective way without necessarily having an extensive dealer network.
A strategy in the DNA of Citroën
Since its creation, Citroën has always stood out for its bold and distinctive communication. André Citroën himself made a lasting impression by displaying his name in illuminated letters on the Eiffel Tower and by installing road signs with his logo across France.
This desire to stand out through creative marketing campaigns is reflected today in the Dubai campaign. In a market where visibility is crucial, this strategy allows the brand to attract attention in an original and effective way. By using the mobility of buses to showcase its models, Citroën ensures a daily presence on the city's busiest streets.
Faced with fierce competition and a limited distribution network in the Middle East, Citroën is not short of ideas to increase its brand awareness. By decorating Dubai's buses in the colours of its models, the French brand is gaining maximum and direct visibility among residents and visitors. This clever marketing strategy is in line with the bold initiatives that have made Citroën famous.
With an increasingly innovative and distinctive approach, Citroën continues to prove that its DNA is based on creativity and originality, two essential elements for establishing itself in markets where it is still struggling.
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