Title	THE MUSIC VIDEO
Brand	CITRÖEN NORGE
Product/Service	CITROËN C3
Category	A03. Cars & Automotive Products & Services
Entrant	McCANN OSLO, NORWAY
Idea Creation	McCANN OSLO, NORWAY
Media Placement	STARCOM Oslo, NORWAY
Production	FUS Oslo, NORWAY
Additional Company	OHOLOGY Oslo, NORWAY
Additional Company 2	CITRöEN NORGE Lørenskog, NORWAY

Name	Company	Position
Bjørn Erling Solberg	McCann Nordic	Account Executive
Simen Hanssen	McCann Nordic	Planner
Daniel Eraker	McCann Nordic	Copywriter
Christian Steine Lindvik	McCann Nordic	Art Director
Katrine Berget	McCann Nordic	Account Manager
Lars Hoel	SDG	Motion Design
Stian Andersen	FUS!	Director
Glenn Huth Mæland	FUS!	Producer
Håvard Byrkjeland	FUS!	DOP Lighting Cameraman
Erik Treimann	FUS!	Editor
Raymond Gangstad	FUS!	Grade
Haakon B Mathiesen	FUS!	Director & edit -behind the scenes
Vi Duc Truong	FUS!	Cameraman - behind the scenes
Highasakite	Highasakite	Music Artist
Thomas Eklo Skaara	McCann Oslo	Designer

The Campaign

The idea was to shoot a music video using the car itself as a camera. In addition to the music video, we wanted to make a more commercialized behind-the-scenes video, showing off the car and its features. By collaborating with the right band on the come-up, all parties were able help each other. The band got a broader audience, a free music video, air-time on TV, and a bigger PR-team pushing it. The brand got to show off their new car model in a new and interesting way, borrow credibility from the band, and got a direct line of communication to the young, urban population they were trying so hard to reach.

Campaign Success

The execution plan followed the tightly defined strategy. We worked systematically with the media agency and the artist management to coordinate all media activities across earned, owned and paid media. The goal was to maximise the potential in each phase of the plan and then rapidly move on to the next. As we did not know how long each phase would last, we had to have a day to day dialogue on the status of PR spreading internationally, nationally and then on the paid media. Paid media consisted of Facebook, Instagram and YouTube. All the viewing data, including data from the artist YouTube-channel was used to retarget the audience with tactical messaging to create leads and test drives. The campaign lasted for 4 weeks.

Describe the success of the promotion with both client and consumer including some quantifiable results

We managed to get over 20 PR-cases in international and national press, with a combined earned reach of over 900 000 people. We created over 6 million impressions on YouTube and Facebook, and over 1,5 million video views. After the campaign, the public awareness of the Citroën C3 rose to 50%, with an increase of 25%, and the Norwegian Citroën-website had a 63% increase in leads. The amount of people with a positive perception of Citroën had a 27% increase, and post-testing shows that 48% of the people think it stood out from other car advertisements. That’s quite a step up from the 27% average. And, in the same period, Citroën’s market share had a healthy 25% bump.

Explain why the method of promotion was most relevant to the product or service

By bridging the gap between music and advertising, Citroën Norway made a one of a kind campaign promoting their new Citroën C3 – a car that comes with a built-in, high definition camera. As the big, global promotional campaigns for car brands often come off as impersonal and generic, Citroën Norway needed to stand out as something different to get noticed by a younger and more urban target audience. This case shows the power of cross brand cooperation, as well as a well-thought-out media plan.

Car advertisements (at least the big, global campaigns) are often impersonal and generic, making it difficult for people to connect with, and more importantly, remember the brand. That’s why Citroën had to do something different to stand out amongst the many, claim their position as a colourful, creative and cool brand and reach new, young and urban target audiences. By focusing the communication on one simple feature on the new C3; the built-in camera, we could allow ourselves to be more playful and less technical. Granted, this feature might not be the sole reason for buying a new car, playing with the camera to show off the car itself is certainly proof that Citroën thinks a little different than most car-brands.