Citroën – World Record with Foxes
A fully integrated campaign that saw Citroën partner with British singer, Foxes. Challenged with promoting the New Citroën C1 to a younger target audience, the C1ty to C1ty campaign was devised and executed by the Citroën account team.
The campaign involved managing contract agreements (talent and music), organising seven gigs to take place in seven cities over the course of one day, promoting the gigs to target audiences, as well as creating various video assets and news stories (including Foxes learning to drive) to give the campaign added longevity and ROI. All with the added pressure of a Guinness World Record judge to adjudicate along the way.
The campaign generated over 500 target audience product viewings, mass media coverage (national, lifestyle, broadcast and regional) as well as strong social media engagement (both on Foxes and Citroën’s owned channels)