Radio and TV drive Citroën campaign

Challenge - In an environment as competitive as the automotive market, maintaining the gains made from a launch campaign, without the launch budget, is a real challenge, and smart audience targeting can make the difference.

Citroën C5: Snow Motion is its USP
Citroën C5: Snow Motion is its USP

Client Citroën C5
Agency OMD UK
Planner Peter Wood

The strategic challenge for OMD was to ensure that awareness and purchase consideration increases for the C5 were maintained in year two.

The agency realised that focusing on the lives of the brand's audience of "user-choosers" (those able to choose their company car) was the only way to achieve the objectives on a modest budget.

IPA TouchPoints mapping allowed OMD to plan media to penetrate the cocoon of the audience's car and working day while also reaching them in their leisure time.

The mood diary function of the IPA's TouchPoints 2 also enabled the agency to plan advertising to suit the audience's mood in the two core strategic areas of work and leisure.

TouchPoints mapping showed a high correlation of people being in their car and listening to the radio through much of the day, with a significant peak first thing in the morning and levels of alertness rising steadily and peaking around midday.

This led Citroën to serve product-led, functional radio ad messages across these time periods, highlighting the benefit of the unique Snow Motion traction control system in increasing safety on snowy, icy or wet roads.Leisure-time mapping showed the audience was more relaxed in the evening, so the target audience was serviced with brand-led TV ads.

These showcased the C5 driving over snow-covered mountain roads, reminding the audience of its sleek shape, road-going poise and overall quality, as well as promoting the model's USP - the Snow Motion system.

BAIT brand consideration tracking showed perception of the C5 improved after the campaign. Spontaneous awareness increased from 10% to 15% between January and April. Perception that the C5 "offered a good level of safety" jumped 13% between January and April, and the perception that Citroën made high-quality, reliable cars leapt 32% in the same period.

Peter Wood, Communications planner, OMD UK

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.


Get news by email