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A car
that stands apart in its segment - entry level
models - the Citroën C3 is an eminently friendly
car. It was therefore necessary to
come up with a launch campaign that would enjoy
broad appeal. It is
necessary to highlight the strong points of the
product and to
determine those characteristics that set it apart
from the competition
while ensuring that any such campaign is both
consistent with the
marque's image and is tailored to the individual
market in which the
car is sold.
Jean-Jacques Etchart, head of European Advertising
Co-ordination at Citroën explains, "We opted for
European positioning
based on the topics of energy and optimism, as
reflected in the
advertising slogan 'La vie est belle'. Each agency
was then free to
come up with an adaptation tailored to each
individual country. The
objective was to achieve maximum impact on all
markets and to quickly
build the renown of the C3. The advantage of this
concept was that it
left each country free to express its creativity.
Market
characteristics, cultural practices and economic
situation naturally
vary from country to country."
And they all relate to cars in different ways.
Nevertheless, some
messages can be understood in any language. An
Italian and a Swede may
not necessarily have the same idea of happiness but
they both aspire to
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Austria above - two love struck
fishes touch snouts in the
middle of a heart of lazy contours: a
simple illustration of happiness
the Austrian way.
United Kingdom below - what do an
orange grove, big sky, chirping cicadas,
tapas and the setting sun all
have in common? Quite simply they
represent the good life as seen by
the British, and the C3 occupies a place
in the picture. As in many
other countries, the choice of French
gives the message even more force.
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Norway above - what could be
better than the photo of a
newborn baby to illustrate the harmony
expressed by the ergonomic lines
of the C3? The Norwegians,
known for their warm nature, seem to have
understood the message first.
Germany right - like
a ray of sunshine, the latest Citroën
drives away the bad weather as it
goes. With the C3 you are definitely on
the sunny side of the street!
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The Netherlands right, below and
bottom right - inspired by the
unusual lines of the new Citroën and by
the optimisim of the slogan "La
vie est belle", the Dutch have proved
themselves to be particularly
imaginative. Taking the idea of spring as
their basis, they have
recreated a world inspired by the style of
the 1950s around the C3. A
highly innovative campaign featuring
rabbits and flowers alongside the
stars of the catwalk.
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© 2002 Citroënët
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Belgium above - a new car full of
promise, set against a
backdrop of blazing sunshine: all the
ingredients necessary to brighten
the daily lives of the Belgians!
Portugal below -
could the latest Citroën have
a - hitherto unsuspected - power to work
miracles? The Portugese
maintain that the C3 has already "created
a
new harmony between generations" and that
"the Portugese are becoming
increasingly friendly at the wheel".
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Italy below - "Designed to exceed
all limits, except the speed
limits" - this poster uses an uncluttered
background, a simple photo
and a humourous slogan to highlight the
advantages of the product. The
vehicle is very much the central feature
of this advert created around
the concept of "La vie est belle".
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Switzerland left and below
- the Swiss are more prosaic.
Reflecting their pragmatic reputation,
they portray the C3 as the only
car able to offer a solution to a major
everyday problem: parking in
the city.
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Czech Republic above - the accent
is on simplicity
Denmark left -
reflecting the spirit of the
TV commercial being shown all over
Europe,
the Danish ad stars a C3 driver who -
clearly - has no reason to envy
the jet pilot above him. "Some people just
have to get themselves
noticed."
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