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Do you remember: in 2019, Citroën was celebrating its Centenary but also changed its name... in Germany. Even if this change only lasted for the duration of a marketing campaign, it appealed to the jury of theArt Directors Clubfestival who has just rewarded it in five categories:PR(silver),Print Advertising(silver),Digital Communication(bronze),Brand Content(bronze),Media Relations(bronze).
The #Zitrön campaign began on the 22nd July 2019 with a video featuring a German dealer in the midst of the changes brought about by the new name: point-of-sale posters, business cards, etc. Digital was not to be outdone, with the adaptation of all the Brand's digital media (website, social networks, etc.) for 3 days, for a campaign 100%Inspired By Germans !
The campaign"The end of an era: Citroën becomes Zitrön"was accompanied bya competition involving a Citroën SUV C5 Aircross model, renamedZitrön Z5 Aircrossfor the occasion.
To rediscover onhttps://youtu.be/2rA-BSuog7o
A second video completed the buzz in Germany with a vox pop carried out on the occasion of a gathering around the Brand's Centenary, in which visitors were invited to pronounce "Citroën", not without difficulty, but always in a good mood!
To rediscover onhttps://youtu.be/wtgSIbXvDoA
In addition, the #Zitrön campaign recently received a silver award at the festivals of New York ('Creative Marketing Strategy' category) and the Digital Max Awards ('PR and Brand Content' category).
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