ABOUT

CAMPAIGN SUMMARY

During December 2018 Citroën decided to launch the brand's first SUV in Chile, the New SUV Citroën C3 Aircross, a vehicle that combines youthful and modern features with a large space, is a car designed for young families, It had the qualities of an SUV at a lower price and with more style.

The challenge was to connect with new types of families those who started their lives together and had one or two children. The goal was to reach a large percentage of this audience and communicate the characteristics of the car in an entertaining and non-invasive way, being part of the lives of this target audience in a month of campaign.

To achieve the objective, it was necessary to answer what type of content does this target audience like to see? These families have a very hectic and stressful lifestyle; therefore, the content they watch to relax is related to humor, which at that time was stand up comedy. For this reason, a young couple of influencers was selected to represent these families: Pedro Ruminot and Alisson Mandel (a famous Chilean comedian couple who have children and are dedicated to stand up comedy). In this way, the SUV WOW COMEDY program was created, an online serie that for a month and through 4 chapters, each week entertained the entire audience.

The results in a single month of the campaign exceeded expectations, achieving
147,000 views, reach of 362,188 people with 589 direct interactions, and more than 38 million seconds of playback of the last live chapter and +60 thousand views.


CAMPAIGN GOALS

The challenge of the campaign was to be able to connect with new types of young families, generating a great range and high views, without being invasive with the characteristics of the car. To represent this challenge in different KPIs, an analysis had to be made of the current situation of the brand's social networks, mainly on YouTube, where there were only an average of 300 views per video. The campaign had a specific audience defined, women and men between 25 and 35 years old, mainly from Santiago (where the brand's dealers are concentrated). In Chile during 2017 there were 1,276,160 people with these characteristics, therefore, the objective was to reach at least 15% of this population, summarizing the objectives were:

• Achieve a minimum reach of 190,000 people (15% target audience)
• Achieve 10,000 views in the chapters
• Obtain at least 300 average interactions
• Achieve at least 10M seconds of playback in the last chapter



MARKETING CONTEXT

During 2018 there was no vehicle that mixed the space of an SUV with the style of an urban car, for the first time in Chile the New SUV Citroën C3 Aircross would be launched, which managed to combine different characteristics of an SUV, but at an accessible price to new families.

Automotive advertising always has the same characteristics; it shows the car in a perfect way and displays many specifications that differentiate it from the competition. Because these types of ads have been on the market for a long time, the audience no longer pays the same attention to them; they become part of the landscape and are not really considered in the car buying process.

The challenge was to face a new audience whose reaction to this type of content was unknown and it was necessary to empathize with this segment so that they will consider this new SUV when choosing their next family car.


TARGET AUDIENCE

Before launching the campaign, it was not possible to know how the audience would react, since it was entering a new niche with new types of families that, according to the studies carried out, had a lifestyle quite different from traditional families; therefore, having extensive knowledge of how they behaved was essential.

They are mainly families that are just beginning a life together, they already had their first child and they may be thinking about the second, they are young people between 25 and 35 years old who have an active working life, mainly professionals who have been practicing their profession for some years. Due to this, they lead a hectic lifestyle, with all the responsibilities of having children and with the full development of their working life, therefore, they have very little free time and when they do they look for activities that can take them out of the stress a bit; day to day.


CAMPAIGN PLANNING

In order to connect with the audience, the brand had to be present in moments related to positive feelings, so as not to be related as another stressor, the challenge was to be considerate, but without being invasive. For this, it was investigated that this segment did in their free times and among the main leisure activities were going to the cinema with 24.95% and watching Stand Up Comedy routines or live shows in 48.8%, a rising trend that managed to connect with the audience, therefore, it was planned to create brand content through this type of entertainment and where the audience is 100% identified.

The content should have familiar faces that were recognized by the audience and that also represented the family that fits with this new car model, after an intense search it was possible to find the perfect people: Alison Mandel and Pedro Ruminot. Two comedians who are well known in the country for performing stand-up shows on open television and at events throughout Chile, they are a couple who have children and represent this new type of families, it is also the first time that a brand uses comedians as influencers of a car brand in Chile.

The content also, in each chapter, should highlight each of the characteristics of the car in an organic way, communicating the benefits of this new Citroën model.


MARKETING AND MEDIA STRATEGY

The campaign had to attract the attention of our audience in a 100% digital way and be present in the moments of consideration that these people have when looking for a car as well as when they consume entertainment on digital channels.

The media strategy focused on getting the audience to see the episodes every week and for a month. Focusing on video link ad formats on YouTube, Facebook and Instagram. The media plan had to be a facilitator to bring the content to these new families, mainly using the value proposition through our influencers Alison Mandel and Pedro Ruminot, and since the objective was to connect with this audience, it could not be an invasive campaign and that generated rejection, it had to deliver quality content and genuine entertainment for this segment.


CREATIVE STRATEGY AND EXECUTION

The creative challenge was to convert all the specifications of the new model into the content of the campaign and achieve an organic penetration in the audience, also had to align with the results of the research, be present in positive moments of the audience, especially in entertainment shows. For this, it was decided to carry out a non-traditional launch, but instead creating a web series of stand up comedy, which was called SUVWOW COMEDY, it had 4 chapters (one each week), which were highlighting different characteristics of the car, that is; chapter 1, color combinations; chapter 2, comfort and chapter 3, space. Chapter 3 was made live and had an unexpected reach of audience, which was broadcast, live on Facebook and Instagram.

The New Citroën C3 Aircross SUV is WOW, it's SUV, and it’s SUVWOW! It’s SUVWOW Comedy, the first stand up comedy branded content online in Chile.






EVIDENCE OF RESULT

In just one month of campaign, the launch of New SUV Citroën C3 Aircross, through the stand up comedy SUVWOW COMEDY branded content, achieved the following results:

• Total reach 362,188 (unique people)
• Total views of 147,000
• 589 interactions
• +3 million seconds in chapters
• +38 million seconds of live chapter/event playback