C3 & C5 Air cross launch using social media omnichannel

ICON, a leading creative agency in the UAE and MENA region, was approached by Citroen, a new entrant to the UAE’s highly competitive market, to oversee the successful launch of the Citroen C3 and C5 Air Cross. The objective was to establish and increase awareness while simultaneously driving engagement and conversions. The campaign also had the added responsibility of positioning Citroen’s brand amongst audiences while promoting the C3 and C5 Air Cross.

Objective:

The objective of the campaign was to establish and increase awareness for Citroen C3 and C5 Air Cross, position Citroen’s brand among audiences and drive engagement and conversions.

Strategy:

ICON's strategy for this campaign was to create a distinctive and memorable activation that would drive engagement and conversions. The team decided on activation at Mall of Emirates, where they lured people to visit the Citroen stand and take a selfie while tagging the Citroen account. The team supported this targeted campaign deployed across social media and GDN networks with the use of animated content and HTML banners featuring catching CTAs. The main theme of the campaign was “ADVANCED COMFORT”, which was used as the central message to promote the comfort features of the C3 and C5 Air Cross.

Execution:

ICON executed the campaign by creating visually striking designs and copywriting that highlighted the features and benefits of the Citroen C3 and C5 Air Cross. The team also used innovative technology solutions such as CGI and the latest design techniques to create dynamic and engaging content that would appeal to the target audience. They also used animated content and HTML banners featuring catching CTAs to support the targeted campaign deployed across social media and GDN networks.

Results:

The campaign was a success, with a limited budget, ICON was able to convert 300 individuals while also achieving impressions of 8M. The engagement rate was an exceptional 7.8% with a CTR of 0.60%, well above the industry average. Through the use of creative design, copywriting, and innovative technology solutions, ICON was able to help Citroen establish and increase awareness for the Citroen C3 and C5 Air Cross and position the brand among audiences. The campaign also helped drive engagement and conversions for the brand.