Citroën – #ParkingHero

June 6, 2015
Performance Comms
 The Challenge
  • Create a campaign that highlights Citroën’s ‘useful technology’ solutions around parking, heroing the Citroën C4 Cactus that had just launched in the UK
  • Promote Citroën’s sponsorship of Arsenal Football Club and engage football fans
Fan Insight
  • Research showed that parking can be a scary business – a quarter of people surveyed would not consider themselves to be a confident parker and 22% said they had accidentally bumped into another car when parking
Creative Solution
  • A ‘parking challenge’ that saw Arsenal players pranked by a stunt woman who was driving the Citroën C4 Cactus. The players’ scared reactions allowed us to create a piece of engaging, newsworthy content
  • Partner with the Institute of Advanced Motorists (IAM) to create four ‘how to’ videos providing reassurance to people who weren’t confident parkers
The Results

With insight at the heart of the creative, this campaign exceeded targets and proved socially integrated PR campaigns can deliver results above and beyond advertising campaigns.

  • Press coverage
    • 48 pieces of coverage, including:
      • Broadcast coverage: Soccer AM
      • National print / online coverage included Shortlist, Mail Online & Mail on Sunday (three separate pieces of coverage), Daily Express, Daily Mirror, The Scottish Sun, The Irish Mirror and Daily Star
    • Highly influential sports blogger

Using a variety of tools from Pulsar to PerfectFit to Precise we were able to measure the success of the campaign against the agreed Citroën goals.

  • Reach
    • CPM for the campaign was £0.45, 151% under target
    • Increased Citroën share of voice in the Parking conversation by 180% (during the campaign)
    • Total campaign reach of 100,872,834 with campaign messages
    • 46 pieces of coverage across TV, print and online
    • Offline coverage reach: 1,870,400 (Precise circulation figures)
    • Online coverage: 82,600,000 (PerfectFit estimated views of story/content)
    • Social reach: 16,402,434 (Pulsar and native platform analytics)
  •  Engagement
    • Cost per engagement: £0.03, 40% under target
    • Total interactions: 1,312,501
    • Video views: 1,278,230
      • Average view time of video: 2m 50s on YouTube
    • Advertising CPC: £0.17
    • Engagement Rate: 13.39% (Target: 10%)

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