Overview
- Title
- New choices, New ways
- Client
- Citroën Aircross
- Country
- Brazil
- What we've done
Challenge
- Communicate the launch of the new Citroën Aircross
- Increase the number of test drives at car dealerships (average: 200 per month)
- Increase the sales average (1,000 units per month)
- Stay above the industry return results (average: 20%)
Strategy
A web platform promoted the innovative off-road vehicle and showed the car’s features and functions through a mix of bespoke online tools:
- New ways to navigate: first banner with integrated GPS
- Interactive banners detailed the consumer’s latitude and longitude as they navigated throughout the page
- Unique units let consumers write their own headlines on popular sites
- Sponsored links in search and display networks with site pack and mobile actions that allowed drivers to request test drives
- There were also blogs, custom layouts and media display in car-specific sites.
- An expandable banner let users customize how many cars they wanted to see with what features.
Results
- Sales increased to an average of 1,433 per month
- Test drives increased 165% – from an average of 200 per month to 433 per month
Campaign return results:
- Impressions : 48.070.171
- CTR: 0,74%
- Clicks: 355.818
- Activities: 667.170
- Impressions: 33,636,465
- CTR: 6,13%
- Clicks: 1,605,183
- Activities: 509,183