Выступление Ирины Петраченковой, CITROEN Russia, head of advertising department, и Евгении Лысенко, руководителя группы OMD Media Direction, на Саммите Digital Branding - BEST CASES, Session 6 "Content Management", October, 26, 2012 www.digital-branding.ru

1. CITROËN DS LINE CASE

2. _Objectives
BUSINESS Generate sales of new DS LINE cars
MARKETING Increase the quantity of test-drives: because the
conversion of test-drives into sales is high
enough for Citroen, we need to generate trial for
sales increase
Invite TA to have a test-drive using the most
COMMUNICATION attractive and relevant way

3. _Why is it important to generate test-drives?
The contact of the potential
Test-drive is the final stage 80% of people make a
Increase of test-drives leads consumer with the car
of consumer’s path-to- decision about purchasing
to increase of sales builds the emotional
purchase after a test-drive
engagement with the brand

4. _Test-drive is Citroen’s invention!
• André Citroën was the 1st automotive
manufacturer who has realized the
importance of contact between the car
and it’s potential owner and has proposed
his customers to have a test-drive

5. _What is DS Line?
• True embodiment of key values of Citroën brand – CREATIVE
TECHNOLOGIE
• Image improvement of the OVERALL BRAND IMAGE due to
• PREMIUM Positioning
• Exquisite French STYLE
• Advanced TECHNOLOGIES

6. _DS Line Target Groups: different, but similar?
SOCIO-DEMOGRAPHIC PORTRAIT
Young, female skew, high income Middle age, high income Adults (men skew), high income
aimed at personal success rather successful yet married, established, successful
PURCHASE DRIVERS ACCORDING TO CANALETTO RESEARCH
FUN CAR: INDIVIDUALITY AND STANDING: CLASSICAL STATUS:
design, technology, design, performance, quality, design,
performance technology, technology
All 3 groups want to be different from others, especially via car they drive
They are oriented on technology and design while choosing a vehicle
Source: TNS MMI 2011/1 HY
Canaletto Segmentation for PSA, 2011
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7. _How can we attract people to DS Line test
drives?
Business perspective Event perspective ATL perspective
Dealers’ involvement and To arrange / to join the To generate an interest to
their focus on proposal of event where people will get the model and invite people
test-drives / Cars availability the opportunity to have a to have a test-drive / to visit
for test drives in dealership test-drive the event

8. _Solution
Insight: I’m too busy for having a test-drive because it’s too difficult - I have to
find time from 10:00 to 21:00, to make a call or sign up online, these sites require
the registration and it’s a too long process. Usually the dealerships don’t have
the necessary version of the car for a test-drive
Idea: to propose TA test-drive any time they like - all DS Line cars will be
available 24 hours during 4 days
Implementation: OMD created the online system for very easy test-drive
signing up and the version for mobile devices

9. _Activation: “24h Test-Drives” project
Step 1: Dealers (all or several) to arrange 24-hours* test drive opportunity for DS
Lines models
Step 2: Citroën to invite the consumers via media
Step 3: Consumer to sign up for a test-drive
Step 4: Consumer to have a test-drive
Step 5: Citroën to have a PR support after the test-drives
Cars availability: maximum of possible
versions should be available

10. _Activation: “24h Test-Drives” project
Step 1: Dealers (all or several) to arrange 24-hours* test drive opportunity for DS
Lines models
Step 2: Citroën to invite the consumers via media
Step 3: Consumer to sign up for a test-drive
Step 4: Consumer to have a test-drive
Step 5: Citroën to have a PR support after the test-drives
Cars availability: maximum of possible
versions should be available

11. _Step 2: Citroën to invite consumers via media
DS Line target audience features:
Innovators and curious people
• Not afraid of buying new tech products (63%, aff 123)
• Prefer mobile phones with all new features and
services (65%, aff 137)
• Active Internet users (87%, aff168), use via mobile
(36%, aff 205)
Communication way to catch them:
Digital is a main focus
• Interactive banner with the possibility to sign up for test drive
• Application for PC and mobile devices with the interface for signing up for test
drive

12. _Step 2: Citroën to invite consumers via media
DS Line target audience features:
24-hour active and busy
• They are very busy and have no time for test-drive
during working hours of dealer centers
• Moscow never sleeps
• 24-hour supermarkets, beauty salons, restaurants
Communication way to catch them:
Evening / Night media
• To have a contact with TA through the media which are available at evening / night time for
catching them at relevant time for our proposal and building the association
• Street screen
• Internet with targeting for evening / night time

13. Actual Media support
Communication channels for announcement and invitation:
Awareness of the event
More targeted awareness
building for wide TA
building Call to action
Screens in Internet
Street
TV Fitness clubs banner
screens

14. _Step 3: Consumer to sign up for test-drive
Announcing banner: Overall base of signed
• Online sign up users for test-drive with
• Mobile sign uo online data updating
• Offline sign up
Media Perspective:
• High affinitive resources
• Payment for test drive sign up
Site: Reminding about test-
drive one day in advance
• Detailed information about
test-drive event (very
simple site and test-drive
sign up form)

15. _Results: short summary
Social buzz
Test drives increase: +98%
Sales increase: +24%
First response from consumers:
Like
“Convenient time for me”
“No traffic jams”
“Services of high quality”
Dislike
“Queue for a test-drive”
“Short route”

16. _Profile of the audience
Occupation
Age Specialist
4% 3% 15-20 Director | Top management
5%
Head of deprtment
21-25
15% Worker
26-30
11% Clerk
31-35
Housewife
36-40
14% Unemployed
41-45 Student
28%
46-50 Pensioner
19% 51+ On a leave to care for a child
No answer Other
No answer
0% 10% 20% 30% 40%
• Among visitors of 24 Test-Drive almost 77% are specialists, directors, top or middle
managers. It shows that mainly people with average & high income were interested by the
event.
• Around 87% of respondents were 21-45 years old.
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Source: Dealership Questionnaires, June 2012

17. _Citroën “24h Test-Drives” project
How did you signed up for the test- How did you find out about the project?
drive?
Saw banner in the Internet
Saw commercial spot on TV
Throught the
11% Internet In dealers center
From friends
12% 35% With manager in
person Saw ad on the streets
Saw ad in press
By telephone
Saw ad in Fitness center
34% Other
Other
0% 10% 20% 30% 40%
Was it comfortable to sign up via Did you like the idea to have a 24 test-drive?
Internet?
5%
1% Very comfortable Liked very much
3%
6% Rather comfortable Rather like
21% Somewhat like
Somewhat
17% comfortable Rather dislike
73% Rather
uncomfortable 72% Disliked very much
Very
No answer
uncomfortable
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Source: Dealership Questionnaires, June 2012

18. _Results & project impact
Has the test-drive influenced you buying decision? How?
Yes, my opinion about the test-drive car has improved
No, nothing has changed
Yes, my opinion about the test-drive car has worsened
No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%
Has the test-drive influenced your attitude to the Citroen brand?
How?
Yes, my opinion about the Citroen brand has improved
No, nothing has changed
Yes, my opinion about the Citroen brand has worsened
No answer
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
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Source: Dealership Questionnaires, June 2012

19. MERCI