CASE STUDY: Citroen C5 uses TV to drive sales

Provided by Thinkbox
Citroën wanted its C5 model to appeal to a more elite audience. The C5 gained a four fold increase in sector share

What was the Challenge / Background of the Campaign?

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%. Find out more...

What was the Campaign Objective?

Launch the C5 and change perceptions of Citroën

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +20 million+ ABC1 men reached by the TV campaign
25 - 34
35 - 44
45 - 54
Male
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service
      

Search for Ideas

      
            

Age

            
select
            

Gender

            
select
            

Media Route

            
select
            

Marketing Route

            
select
            Full Search Options       
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service