ABOUT

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.