Citroen’s new global brand positioning of ‘Be different, feel good’ was our starting point to driving brand reappraisal. We worked to identify how Citroen could credibly own ‘Feel good’ within the highly competitive automotive market, whilst also building a digital strategy that would lead new consumers to drive a Citroen for the first time.

The solution was to place the brands and the cars at the centre of an inspiring strategic concept, ‘Citroen’s Perfect Day’. The concept conveyed that the brand and the cars had travelled the UK to find real ‘feel good’ people, one for each part of the day, in order to create the perfect ‘feel good’ day. The strength of the concept was driven by the viewer experiencing the emotion of ‘feel good’ whilst also clearly understanding the role for the brand and the cars themselves.

We also built a digital ecosystem which firstly exposed consumers to emotionally engaging content, followed by more rational product information on the cars themselves, followed by an invitation to have their own perfect day with a free 24 hour test drive. We then built a conversion funnel with clearly defined KPIs for view through rates, engaged actions, test drive sign ups and test drive completions.