Title	SEETROEN
Brand	CITROEN
Product/Service	CITROEN
Category	B02. Promotional Item Design
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

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

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. years. However, with the acceleration in our pace of life, and the impression of constantly feeling rushed, comfort 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 execution

The Seetroën glasses are made in the image of classic round glasses, because of the curves in the design of Citroën brand models. The Citroën design is iconic, timeless and popular at any age, and for any gender. The emblematic chevrons of the brand sit at the center of the frame as on the grille of the cars. The four rings, resulting from a constraint related to the Boarding Ring ™ technology, refer to the four wheels and their finesse is an allusion to the lightness of the old wheels. The chosen material, both flexible and soft, gives these glasses solidity and comfort of use, to bring them everywhere.

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.