Challenge

Since the launch of the Type A in 1919, Citroën’s vision has been to make cars more accessible.

The problem? The UK doesn’t realise this, as disruptive challenger brands stole the limelight.

Citroën needed a big statement to make the UK’s car buyers take notice, and boy did they have one, albeit a little on the smaller side...

Enter AMI - an electric non-car that costs less than a mobile phone. Sustainable, distinctive and unbelievably affordable – it’s so Citroën.

Our task was to grow awareness and leads for the lovable AMI from a new generation.

Solution

AMI is no typical car. It’s sustainable, recyclable and inclusive, values reflected in a new generation of buyer – young working families who prioritise the destination over what’s under the hood. To grab a share of their attention and wallet, a typical car launch wouldn’t cut it.

Ignoring the norms of brooding car ads, we launched AMI within its very own game, built with our partners at Meta. We brought AMI to life using AR, allowing players to experience the quirky design and remarkable features that make it so unique.

We amplified the campaign using large format posters and ads across Meta’s platforms. Placements featured endearing content from local creators - the perfect way to engage an audience who value human connection over car specs.

To hit our launch date, we needed to plan, develop, and test our game in half the normal time. Our AMI world was created and launched in just four weeks and we kept users coming back by testing multiple campaign messages.

Results

The launch of AMI was a trailblazing success. Over six weeks, we reached 13m of our audience, with 87k playing our game.

The campaign delivered the highest recall of any Meta study to date, with the strongest lift seen in our key growth audience age bracket of 35-44.

As a final bonus, our activity had a positive halo on the overall Citroën brand, with a whopping +3pts lift in favourability (Meta BLS).