French car manufacturer Citroën wanted to pitch its C5 saloon model as a credible company car alternative to German competitors Audi and BMW. It knew this would be no easy task - not only has Citroën traditionally been thought of as a value brand, it also lacks the German heritage typically associated with top-end cars. The strap-line '"Unmistakably German*" *Made in France' was chosen to front the campaign, of which TV was the key component. The challenge was to change perceptions of the brand and to increase the C5 model's sector share by 0.5%.
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