2018 Brand Experience & Activation

SEETROEN

Short List
ClientCITROEN
Category B01. Use of Ambient Media: Small Scale
TitleSEETROEN
Product/ServiceCITROEN
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Idea Creation 2 TRACTION Paris, FRANCE
Production FURY Paris, FRANCE
Production 2 STUDIO 5.5 Paris, FRANCE
Credits
Name Company Position
Stéphane Xiberras BETC CCO
Nicolas Lautier BETC Creative Director
Julien Lefèvre, Antoine Montes BETC Art Director
Alban Gallée BETC Copywriter
Bao Tu NGoc BETC Creative Tech & Lead Producer
Philippe Martin Davies BETC Strategic Planner
Bertille Toledano, Hugues Reboul, Julien Grimaldi, Emmanuelle Woerhel BETC Agency Management
Arnaud Belloni, Claudine Borel, Stéphane Barbat Citroen Brand Management
Kids Go First NA Director

Why is this work relevant for Brand Experience & Activation ?

With the Seetroën project, Citroën went beyond the usual business oriented communication to enter into a dialogue with its consumers on the concept of comfort and propose an original solution that meets a widespread need. This move out of their comfort zone towards a societal issue is an original way to build one of its strategic brand pillars and develop a pop culture brand.

Background

Citroën is historically the automotive brand to bring most innovative comfort to its cars with examples such as the hydraulic suspensions of the Citroën DS in 1955 or the hydrous suspension of the Citroën XM in 1989. An asset of the brand that has declined over the years. However, with the acceleration in our pace of life, and the impression of feeling constantly rushed, comfort is becoming an important need for everyone. That's why Citroën is trying to revive its heritage with new innovations in 2018 such as the progressive hydraulic suspension suspensions of the Citroën C4 Cactus or the Advanced Comfort seats of the SUV Citroën C5 Aircross. The ambition is to become once again the reference in automotive brands for comfort. To accelerate this change of perception, the brand is willing to explore the concept of comfort in the broader sense.

Describe the creative idea

Whether in technological innovations or in automotive brand advertising, the focus is only on the feelings of the driver, and never the passengers. Yet most cars have five seats and a third of the people on board, often children, can suffer from motion sickness. Yet no on-board technology deals with this issue, and although hundreds of home remedies are available, no real solution seems to exist. But for Citroën, impossible is not French! Being an original and innovative brand Citroën invented Seetroën, the first glasses that prevent motion sickness, using the Technology Boarding Ring ™, designed by Citroën with a fresh and original touch.

Describe the strategy

Motion sickness affects one third of the population and this campaign is addressed to them and maybe in particular to owners and passengers of competing brands, not as strong on comfort as Citroen. We posted videos on Facebook , Twitter and Instagram to start a conversation about the comfort of the Citroen brand. The posts led to lifestyle.citroen.com, the brand's lifestyle store, on which the Seetroën eyeglasses could be purchased.

Describe the execution

The Seetroën glasses were launched on lifestyle.citroen.com, the brand's lifestyle boutique, and activated via a video posted on the brand's social networks in late June, just before the start of the summer holidays. Posts on Instagram, Facebook and Twitter, as well as press releases, led to lifestyle.citroen.com, where Seetroën glasses could be purchased.

List the results

The videos posted on social networks accumulated 670 million impressions and have been shared more than 500,000 times. There was prestigious media coverage including Fox News, the Times, Now This, Mashable, El Mundo and Bild This all led to an important conversation about the Citroën brand that went beyond the classic launches of new models. The 10,000 copies produced were sold worldwide in a week, far exceeding the secondary sales target. Citroën intends on producing more of these glasses maybe even with a range of different models.