THE MOST COMFORTABLE TEST DRIVE

TitleTHE MOST COMFORTABLE TEST DRIVE
BrandCITROEN
Product / ServiceCITROEN C4 PICASSO RANGE
CategoryC01. Guerrilla Marketing & Stunts
EntrantALWAYS , SINGAPORE
Idea Creation ALWAYS, SINGAPORE
Production ALWAYS, SINGAPORE

Credits

Name Company Position
El Matanguihan Always (Singapore) Creative Director (SEA)

The Campaign

To create a completely “unbranded” test drive, we “masked” two Citroën models (the Grand C4 Picasso and C4 Picasso) completely, covering up any identifying factors on the exterior and interior. The cars were also fitted with cameras on the interior and labelled “The Most Comfortable Test Drive” on the exterior. Partnering with IKEA, who also advocate comfort for their customers, we offered free test drives or rides home to those leaving the store and heading home. The cars were spacious enough to accommodate the average family, their IKEA purchases, and a Citroën sales rep who would drive (for those who weren’t driving themselves) and point out Citroën Advanced Comfort® features along the way. With absolutely no knowledge of the car brand, these families’ genuine reactions were captured in our in-car cameras. At the end of the ride, they were asked to guess the car brand before it was finally unveiled.

Creative Execution

The entire process involved several executions: Masking of two Citroën models, setting up in-car cameras to capture our customers’ reactions, hiring Brand Ambassadors to approach potential test drivers, and setting up a microsite to share “The Most Comfortable Test Drive” activation online / socially. The activation was conducted at two IKEA stores in Singapore over a period of two weeks. As IKEA had spacious carparks and pick-up areas, we were able to conduct our activation efforts without disrupting customers. Prior to the activation, social media posts and our microsite hinted at free rides from IKEA, helping to garner interest. Throughout and post-campaign, we also uploaded short videos showcasing test drivers’ reactions to the Citroën Advanced Comfort® features – these were a form of advocacy to substantiate Citroën’s claim of unrivalled comfort.

Describe the success of the promotion with both client and consumer including some quantifiable results

A total of 200 test drives were completed during the activation period, surpassing initial targets. We created and uploaded four videos onto our microsite and social media channels, advocating Citroën’s claim of unrivalled comfort through our customers’ genuine reactions. 100% of our test drivers said they would recommend Citroën to their friends and family, citing various Citroën Advanced Comfort® features: 70% cited Space & Comfort, 20% for Zenith Windscreen & Massage Functions and 10% advocated Engine Smoothness & Safety Features – all demonstrating greater awareness of the brand. Customers also appreciated the activation as it was non-disruptive and added value to their daily routine. 84% said Yes to participating in similar future events and 74% gave their experience a perfect 5 score (the remaining 26% rated it 4/5). Videos and feedback serve as useful material to build on Citroën’s branding efforts as we continue to capture the local market.

Explain why the method of promotion was most relevant to the product or service

Citroën’s claim is “unrivalled comfort” – and comfort is best believed when experienced. However, in the Singaporean market, Citroën is not the top choice for comfort due to preconceived notions or lack of familiarity with French cars. Instead of simply preaching, we wanted to go one step further and create an activation that would allow customers to experience comfort for themselves, as this would be the most impactful in transforming their perception. In successfully doing so, we give them reason to believe. Their experience would serve as strong testimonials or advocacy that other customers would be open to accepting.

Reaching out to Citroën’s target audience (middle-income professionals in their 30s, usually with a young family) for a test drive usually involved two steps: 1) Book their test drive, then 2) head down to the Citroën showroom at the scheduled date and time. We wanted to skip the usual process and reach out to them directly, offering the convenience of “instant” test drives as they go about their daily routine. To do this, we partnered with IKEA, a brand that also believes in delivering comfort. IKEA provided us with the space to park our masked cars and approach our target audience directly. Instead of disrupting their journeys, we provided a convenient alternative in the form of a free test drive or ride home. In short, they came, they saw, they drove – and left convinced of Citroën’s claim of providing unrivalled comfort.

Links

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