Neue-C3Werbekampagne. Foto: Citroen
Citroën is revolutionising electric mobility with the new ë-C3. Until now, electric vehicles were considered expensive and therefore reserved for high-income customers. With a list price starting at 23,300 euros (manufacturer’s RRP in Germany incl. 19% VAT) for the ë-C3 YOU, Citroën is now making electric mobility accessible to everyone. The lavishly produced TV advert says: ‘Electric mobility is no longer just for the elite’. Humorous, bold, cheeky and provocative: the finished commercial tells the story of how electric vehicles have become affordable mobility solutions for everyone with a twinkle in the eye.
In addition to its attractive pricing, the ë-C3 boasts a new design with SUV elements, extensive equipment, a WLTP range of up to 326 km and outstanding comfort on board thanks to the introduction of the Citroën Advanced Comfort suspension, which complements the redesigned Advanced Comfort seats and the C-Zen lounge concept. The new electric model is also ‘Made in Europe’.
To emphasise these benefits, Citroën is launching an exceptional advertising campaign. For the first time, a fully integrated production set-up was used to create multiple advertising media simultaneously to maximise impact across all media channels.
Stunt crew from Dune 2, costumes from Sofia Coppola’s Marie Antoinette, soundtrack by David Bowie
The results are spectacular. Five production teams were deployed for the shoot in a Hungarian castle, filming for five days and nights. For the TV advert, award-winning director Fredrik Bond spared no expense or effort to create a cinematic representation of the ‘ë-C3 Revolution’. The costumes and wigs were taken from the film Marie Antoinette by Sofia Coppola. The stunt crew worked on Dune 2. The soundtrack is the original version of David Bowie’s Suffragette City. The finished advert tells a tongue-in-cheek story of how electric vehicles have become affordable mobility solutions for all.
In parallel with the filming of the TV advert, several teams created a variety of content for social media, digital contributions, key visuals, lifestyle visuals and behind-the-scenes insights. All of the content was created directly on site in formats that were perfectly tailored to the respective use – from YouTube mastheads and GIFs to social media carousels. By simultaneously creating a full spectrum of TV, social media and digital content, the production is revolutionising the world of advertising in the same way that the ë-C3 is revolutionising the world of cars.
The current campaign is therefore in line with Citroën’s creative approach to advertising. The brand’s innovative products have always been accompanied by equally innovative advertising campaigns – from the Citroën lettering that lit up the Eiffel Tower from 1925 to 1936, to this year’s television advert for the renewed LCV range, which focuses on the close bond between a craftsman and his vehicle.
‘Creative excellence in advertising is as much a part of Citroën’s history as the innovative technical solutions that have brought pioneering products to market and improved people’s lives. The new ë-C3 is a revolutionary vehicle that makes high-quality electric mobility accessible to all for the first time. It is a product that deserves an original, memorable and visually appealing campaign, accompanied by an outstanding soundtrack,’ says Federico GOYRET, SVP Marketing and Communication Citroën.
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