ABOUT

Our brief was to launch a female-focused car. The obvious 'media' solution would have been a clever, cute female magazine-focused partnership. Instead, we changed the way women could buy this car, and sold over 800 cars within 2 months.
We realised that the car-buying process was stuck in the fifties, for women in particular. The way they consider and buy a car was simply not taken seriously. So, we decided to forego a communications-only approach, and create a brand new way for women to shop for cars.
We partnered with ASOS, one of UK's biggest online retail platforms, and a place where women feel at home.
We created the world's first online car boutique - where women could browse, try and buy the car. ASOS became our communications platform and e-commerce channel all-in-one.
We sold out of Citroen DS by Benefit cars within the first couple of months with Citroen importing more of the range to meet demand. Our campaign kickstarted bigger conversations around changing the way people can buy Citroen cars. Men included.

This work, led by my team and I, was a collaboration with the Citroen communications planning team at OMD UK, Fuse our experiential arm who project managed the campaign, ASOS and our client.