Citroen (Al Rostamani Trading)
Tactical Campaign Performance
Tactical Campaign Performance
Overview
Organization name: Citroen (Al Rostamani Trading)
Type of organization: Al Rostamani Trading Company (ARTC), a member of Al Rostamani Group, is the sole authorized distributor of Suzuki and Citroën automobiles in the United Arab Emirates (UAE). ARTC, headquartered in Dubai, was founded in 2002 and has become a well-established and respected presence in the automotive market.
Size of organization: ARTC operates a network of Sales, Service, and Parts outlets across the UAE, providing comprehensive support to its customers.
Products and services: ARTC represents Suzuki and Citroën in the UAE, offering a wide range of automobiles and related services. The two brands, Suzuki and Citroën, cater to diverse customer needs, providing high-quality, safe, and value-for-money options for new car buyers.
Customer base: ARTC serves a diverse customer base in the UAE, ranging from individual car buyers to corporate clients.
Key Stakeholders
Citroen (Al Rostamani Trading): As the primary organization and brand being promoted, Citroen (Al Rostamani Trading) is a key stakeholder in this campaign. Their primary interest is to successfully launch and promote their newly introduced Citroën products, including the C3 Aircross, C5 Aircross, and C4, in the UAE market. They play a central role in providing the necessary assets, product information, and support to ensure the campaign's success. The ultimate objective is to drive sales and increase brand visibility in the region.
View from Citroen (Al Rostamani Trading)
- Product Promotion: Citroen (Al Rostamani Trading) aimed to successfully launch and promote their new Citroën products in the UAE market, including the C3 Aircross, C5 Aircross, and C4.
- Brand Visibility: They sought to increase Citroën's brand visibility and recognition in the competitive UAE automotive industry, positioning the brand as a reputable player.
- Digital Reach and Performance Expectations: Their focus was on utilizing digital platforms such as social media and Google to reach a modern audience, with clear expectations for campaign metrics in terms of impressions and clicks to measure success.
What Citroen (Al Rostamani Trading) was looking for?
Citroen (Al Rostamani Trading) was actively seeking a local advertising agency to address specific marketing needs and objectives. Their primary focus was on launching and promoting their latest Citroën products, including the C3 Aircross, C5 Aircross, and C4, in the highly competitive UAE automotive market. To achieve this, they were looking for an agency that could develop and execute a comprehensive digital advertising strategy that would effectively target their desired audience on social media platforms like Facebook, Instagram, and LinkedIn, as well as on Google.
In essence, Citroen (Al Rostamani Trading) was seeking:
- Product Promotion: Their foremost goal was to create awareness and generate interest in their newly launched Citroën vehicles among potential buyers in the UAE.
- Digital Advertising Expertise: They required a partner with expertise in digital advertising, encompassing areas such as Google Ads, Google Display Network (GDN), and social media advertising, to effectively reach their target audience in the online sphere.
- Measurable Results: Citroen (Al Rostamani Trading) wanted a campaign that would not only enhance brand visibility but also deliver quantifiable results, such as impressions and clicks, to gauge the campaign's success and return on investment.
Campaign Strategy
Challenge:
One of the primary challenges encountered in this campaign was the initial availability of only raw footage of the three newly launched Citroën products: the C3 Aircross, C5 Aircross, and C4. Raw footage typically lacks the polished, attention-grabbing elements necessary for effective advertising. This challenge presented several obstacles that needed to be addressed:
- Limited Visual Appeal: Raw footage often lacks the cinematic quality, visual effects, and storytelling elements that make advertisements captivating. It lacks the sleek and polished look typically associated with car commercials.
- Lack of Consistency: Each product's raw footage may have varied in terms of lighting, angles, and overall quality. Maintaining consistency across the campaign was crucial to presenting a unified brand image.
- Brand Messaging: Converting raw footage into advertising content requires a thoughtful approach to convey the brand's message, product features, and value proposition clearly and persuasively.
Our Approach
To overcome these challenges, the campaign team adopted a creative approach, combining technical expertise and artistic flair:
- Asset Integration: The raw footage was meticulously edited and enhanced. Elements such as branding, logos, key visuals, and essential product information were seamlessly integrated into the footage to create a visually appealing and informative advertisement.
- Visual Effects and Animation: To compensate for any limitations in the raw footage, visual effects, and animations were added to enhance the overall look and feel of the advertisements. This included effects like motion graphics, transitions, and animated text to capture viewer's attention.
- Storyboarding and Storytelling: The campaign team developed compelling narratives and storyboards to ensure that the edited footage told a cohesive and engaging story about each Citroën product. Effective storytelling was key to making the advertisements relatable and memorable.
Our Solution
The creative transformation of raw footage into visually striking and persuasive advertising content allowed Citroen (Al Rostamani Trading) to present its newly launched products in a manner that was both attention-grabbing and informative. This solution not only addressed the initial challenge but also ensured that the campaign's messaging was clear, consistent, and appealing to the target audience.
By creatively leveraging post-production techniques, animations, and storytelling, the campaign team was able to breathe life into the raw footage, effectively showcasing the unique features and benefits of each Citroën product.
- GDN (Google Display Network) Ads: These were used to display Citroën product advertisements across various websites within the Google Network.
- Search Ads: Targeted advertisements were created to appear when users searched for relevant keywords related to Citroën products.
- Social Media Ads: The campaign leveraged popular social media platforms including Facebook, Instagram, and LinkedIn to showcase the Citroën products to a broad audience.
Impact
The audience targeting strategy proved successful in generating significant results:
- Exceeded Expected Metrics: The campaign significantly outperformed its initial targets, achieving 130,235 impressions and 2,642 clicks, showcasing its ability to reach and engage a larger audience than expected.
- Increased Brand Awareness: The campaign effectively boosted Citroën's brand visibility in the UAE market, with the enhanced advertisements and strategic targeting ensuring prominent exposure to a wider audience.
- Competitive Advantage: By surpassing its objectives and achieving a strong presence in the market, the campaign positioned Citroën as a formidable contender in the UAE automotive industry, strengthening its competitive advantage.
Audience Strategy
The campaign team adopted a balanced approach, targeting both Arabic and English-speaking audiences. They designed separate campaigns for each product (C3 Aircross, C5 Aircross, and C4) with distinct audience segments to effectively engage potential customers
Metrics Promised VS Result Metrics
The campaign exceeded its expected metrics, achieving higher impressions and clicks than initially projected. This success demonstrated the effectiveness of the advertising strategy in creating awareness and driving engagement for Citroën's newly launched products in the UAE market.
In conclusion, Citroen (Al Rostamani Trading) collaborated with our Advertising Agency ICON to strategically promote their new Citroën products in the UAE and achieved an impact which exceeded client’s expectations.
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