Before the summer break, Citroën unveiled the updated C4 Cactus, which mainly improved the interior as the exterior changes were very limited. This new C4 Cactus, which is continuing its career despite the imminent launch of the new C3 Aircross, will have a lot of work to do to regain its former sales levels and is relying on a fun and original launch campaign to do so.
In order to highlight all the attributes of the new C4 Cactus, and in particular its family spirit, the brand is launching a campaign on television and the Internet with the concept "For all kinds of families", which I invite you to discover in the video below:
Developed by BETC HAVAS, the ad, which presents the different profiles of today's families, was created based on the model's setting and the national passion for pets, as Brazil is considered one of the most pet-friendly countries in the world, according to the Brazilian Pet Products Industry Association (Abinpet).
With the aim of conveying a message that is in keeping with the originality that only Citroën has, the video links this universe to one of its main products and conveys the accessible tone of the brand, which believes in the coexistence of love between people and their pets. The campaign was produced with the help of digital technology, prioritising the welfare of all animals and with the support of specialists throughout the process.
And just like big movie stars, the pets involved in the campaign received VIP treatment. As well as a team of vets to look after their welfare, the little creatures were treated to make-up, costumes and wardrobe care on set.
This unusual ad for the launch of the updated C4 Cactus is interesting because it shows the human side that Citroën intends to bring to the table from now on: a brand that is close to people, their aspirations and their desires, with vehicles that are accessible and that meet consumers' real needs.