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
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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
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
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