Citroën has launched an innovative campaign for its new fully-electric ë-C3, titled ‘Small Steps, Olympic Dreams’. This campaign, featuring Olympic champions Neeraj Chopra and PV Sindhu, emphasizes the power of small daily steps in achieving significant ambitions. The campaign also highlights Citroën’s revolutionary approach to making electric vehicles accessible to the masses.

 

Campaign Concept

  • Historical Resonance:

    • The campaign draws inspiration from the French Revolution, featuring a playful yet powerful narrative where aristocrats in 18th-century attire are outwitted by proletarian thieves who liberate a fleet of ë-C3 hatchbacks. The tagline, “Electric is no longer for the elite,” underscores the message.

  • Product Positioning:

    • Citroën’s ë-C3 is promoted as the first fully-electric, well-equipped, made-in-Europe car priced competitively at 23,300 euros (about $25,000), making it as affordable as traditional internal combustion engine (ICE) cars.

 

Marketing Strategy

  • High-Impact Storytelling:

    • Federico Goyret, Citroën’s Senior Vice President of Global Marketing and Communications, emphasized the need for a campaign that stands out, particularly on social media, by combining cultural relevance with high-impact visuals and storytelling.

  • Creative Excellence:

    • The campaign, developed by Paris-based agency BETC, reflects Citroën’s heritage of bold and audacious marketing. It aims to democratize electric vehicles, breaking the perception that they are exclusive to the elite.

 

Cinematic Execution

  • Visuals and Soundtrack:

    • The campaign’s hero spot blends 18th-century aesthetics with 21st-century electric vehicles, creating an anachronistic and striking visual narrative. Costumes and wigs from Sofia Coppola’s film “Marie Antoinette” were used, enhancing the cinematic feel. The ad is set to David Bowie’s “Suffragette City,” adding a rock’n’roll, almost punk spirit.

  • Target Audience:

    • The nostalgic soundtrack helps connect with Citroën’s target demographic, which has an average age of around 45, with about 35% of buyers over 50.

 

Campaign Goals

  • Global Brand Positioning:

    • While embracing its French roots, Citroën aims to position itself as a global brand. The campaign ties the ë-C3 to the revolutionary vision of André Citroën, likened to the Henry Ford of Europe, and underscores the brand’s commitment to making electric vehicles accessible to all.

  • Market Disruption:

    • By offering an affordable, well-equipped electric vehicle, Citroën challenges the status quo of the automotive industry. The campaign highlights the ë-C3’s role in democratizing electric mobility and making it a viable option for a broader audience.

 

Conclusion

Citroën’s ‘Small Steps, Olympic Dreams’ campaign for the ë-C3 is a bold and innovative effort to make electric vehicles accessible to the masses. Through high-impact storytelling and a revolutionary narrative, the campaign underscores Citroën’s commitment to breaking barriers and democratizing electric mobility.