Citroën continues to cast its net in South America, and more specifically in Argentina, and has chosen a prime location to increase its brand awareness: the Lollapalooza festival. For its tenth Argentine edition, held in mid-March 2025, this unmissable music event attracted a huge crowd and offered Citroën a golden opportunity. By partnering with this major event, the French brand didn't settle for a simple presence, but orchestrated a real seduction campaign aimed at a young and dynamic audience, a potential core target for its renewed range on the continent. A strategic initiative to present its models in a festive and creative atmosphere.
A strategic partnership at the heart of Argentina's biggest festival
Being the official car manufacturer of the tenth edition of Lollapalooza Argentina, produced by DF Entertainment, was no small feat for Citroën. The Stellantis Group brand seized the opportunity to highlight its latest regional launch: the new Basalt. This third model of the C-Cubed project, which aims to offer vehicles tailored to the specific needs of the South American markets, was therefore chosen as the official vehicle of the event. With its bold design, which combines the elegance of a coupé with the robustness of an SUV, the Basalt, which already attracted attention during its presentation on the Argentinean coast, perfectly embodies the spirit of innovation that Citroën wanted to associate with this emblematic festival.
A remarkable presence: Citroën activations at Lollapalooza
During the three-day festival, Citroën didn't just present its cars. The brand organised a series of activities to attract the more than 300,000 visitors. At the heart of the event, the Citroën stand was a real magnet. Visitors could not only admire the new Basalt, but also interact with the brand in a fun and artistic way.
A "Citroën Studio", in partnership with Urbana Play radio, broadcast more than six hours of daily programming live from the festival, sharing the excitement of the event through interviews with artists and special guests. This initiative extended the reach of the partnership far beyond the physical confines of Lollapalooza.
Art was also present. Urban artist Monk created a live mural depicting the Citroën Basalt in a realistic and creative style, using environmentally friendly paints. At the same time, Diego Rivero, aka Ninja Art, invited the public to participate in customising a Citroën C3 YOU! in a pop art-inspired doodle style. This was an original way of highlighting the C3's personalisation potential and fun character, while offering participants temporary tattoos.
For electronic music lovers, the "Las Casitas by Citroën" room offered a dedicated programme in a more intimate setting. Finally, a red carpet gave festival-goers the opportunity to have their photos taken next to the Basalt and immortalised by a professional photographer, adding a touch of glamour to the experience.
Summing up the success of this presence, Sebastian Gimenez, Marketing Director of Stellantis in Argentina, said: "Our participation in Lollapalooza 2025 was an extraordinary experience that allowed us to make authentic connections with a diverse and passionate audience, both on site and through the activations we created, as well as virtually thanks to the more than six hours of continuous broadcasting we produced from the Citroën studio at Urbana Play. The Citroën space was the ideal setting to showcase our offer and reinforce our commitment to creativity, technology and design. We are proud to have been part of an event that celebrates culture and music".
The C-Cubed range: a product offensive tailored to the Argentinian public
This partnership with Lollapalooza takes on its full significance in the context of Citroën's overall strategy in Argentina and South America. With the recent launch of the Basalt, the brand now has a complete range in this market.
This trilogy has been specifically designed to meet the expectations of customers in the region, offering modern, attractive and affordable vehicles. Now that the range is complete, the challenge for Citroën is to maximise its visibility and appeal. Targeting the Lollapalooza audience, which is predominantly young, connected and sensitive to new trends, is therefore a perfectly coherent approach. This audience matches the target audience for these new models: buyers who are often first-time buyers or on a fixed budget, looking for a distinctive vehicle without compromising on style and practicality.
By partnering with such a popular and influential cultural event, Citroën is doing more than just showcasing its cars. The brand absorbs the positive energy of the festival, reinforces its dynamic and creative image and makes direct contact with thousands of potential customers in a favourable environment. It stands to reason that this increased exposure, coupled with a positively reinforced image, could translate into increased consideration of the brand's models when making a purchase decision and, ultimately, increased sales. The timing is ideal: the range is here, ready to conquer the market, and Lollapalooza provides the perfect sounding board.
Citroën's ambition is not limited to Argentina, but is part of a broader desire to expand throughout the South American market, which has become strategic for the brand. The partnership with Lollapalooza is all the more important given the unique economic context. After a difficult 2024 for the Argentinian automotive market, the first months of 2025 show encouraging signs of recovery.
Citroën seems particularly well positioned to benefit from this recovery. The brand is one of the strongest sellers on the Argentinian market at the beginning of the year and ranks 8th in sales in February 2025. In this favourable context, investing in a major event such as Lollapalooza seems like a potential catalyst. It will help maintain positive momentum, raise awareness of new models and provide an additional boost to sales as the market recovers.
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