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
Insight
- Research showed that parking can be a scary business – a quarter of people surveyed would not consider themselves to be confident parker and 22% said they had accidentally bumped into another car when parking
![](https://performancecomms.com/wp-content/uploads/2023/08/CIPR-Parking-Hero-1337x900.jpg)
![](https://performancecomms.com/wp-content/uploads/2023/08/Citroen-Arsenal-Carwash-009.jpg)
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
- 48 pieces of coverage, including:
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%)
Our 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
![](https://performancecomms.com/wp-content/uploads/2023/08/Citroen-C4-Picasso-Arsenal-Test-1.jpg)
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