We were in charge of its brand and product marketing PR for the French automaker CITROËN from May 2018 to April 2021.

At the time, CITROËN announced its new slogan, “Inspired by You,” reflecting its product portfolio strategy backed by SUV models amid the worldwide popularity of SUVs, while producing cars that will benefit customers’ life. CITROËN launched the brand’s flagship SUV model “C5 Aircross,” considering that the most significant value that the customer wants from a car is “comfort.”

Considering that the biggest factor customers are dissatisfied with SUV models is discomfort, we developed a key message “SUV that is more comfortable than a sedan.” And for effective message delivery, we planned and conducted experiential PR activities that media could experience the car’s key features.

In addition to the large-scale test-driving event for the media, we continued to carry out small group test-drive programs under the different themes utilizing industrial trends such as auto camping, which helped to build an image of “CITROËN = comfort.”

As a result, the proportion of words representing product attributes such as “comfort” and “usability” increased significantly in the brand word cloud in 2019, compared to the previous year, along with the words associated with SUVs such as “family car.”

<Source: Hanbul Motors>