Electrifying a new car launch.

Launching a new car is always exciting, especially when it’s your first 100% electric product, like the New Citroën ë-C4. At We Are Acuity, we specialise in making sure global and national campaigns resonate at the local level, ensuring a seamless customer journey.

The ë-C4 was unveiled in September 2020, but the UK launch wasn't until February 2021, leaving a five-month gap. The retailer network was keen to start promoting, but we needed to ensure a comprehensive plan was in place. As Citroën’s first 100% #BEV, the conversation had to move beyond price to focus on charging times, range, and addressing customer anxieties about #EV ownership.

A solid communications strategy was crucial. Regular updates, simple actions, and clear information were necessary to keep local retailers aligned with the national approach.

It feels like yesterday, but this launch happened during a global pandemic, which meant many #marketing contacts were furloughed, and budgets were tight. We had to simplify everything, as marketing skills and knowledge might not have been available. Plus, lockdowns closed showrooms, making digital channels vital for raising awareness.

Working closely with Citroën UK, our Client Services team planned strategically from the unveil to the launch. We identified key brand milestones, adapted central materials for local use, and integrated retailers into the brand journey through local promotion of national activities like virtual shows. We also provided regular updates to messaging and ensured retailers had the support they needed to be active on all digital channels.

Our studio team brought this strategy to life, delivering relevant materials to the Citroën network at crucial times.

By February 2021, dealer engagement reached 86%, with over 600 marketing materials downloaded since October 2020. We kept the network ‘on brand’ and active in relevant channels, ensuring consistent local and national communications.

🔥 Job done! 🔥

Stay tuned for more insights on how we help brands deliver successful launches and seamless customer experiences. Or get in touch if you have something similar you'd like expert help with!

If you work within automotive, be it a retailer or at brand level, we’d love to talk about how you could bring your marketing to life. Why not schedule a FREE 30-minute assessment of your approach today, you can do that here? It will be well worth your time.

We also have our latest Talking Local podcast on Automotive with We Are Acuity's Mike Darvill Steve Parkyn and joined by Graham Robertson from Dacia available on Spotify and Apple Music. Here's the links to listen. Let us know what you think?

Spotify
Click Here.

Apple Music
Click Here.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

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