Citroën’s customer promise of Citroën & You was not being delivered as strongly as it could be, so Acuity looked at ways to produce campaigns and marketing materials which would have this thought consistently at their heart. ‘Consistent’ was a key word: the refreshed Citroën brand had just been launched, so although dealers needed to be able to personalise their marketing, they also needed to retain the new look and feel, and support the three core brand values: Optimistic, Human and Smart.

It was clear that a one-size-fits-all approach wouldn’t work, so we carried out extensive research into car owners (including interviews), and worked closely with Citroën to identify and map a range of customer personas. This let us identify groups to focus on.

For example, the research revealed that owners of cars between three and six years old are cost conscious when it comes to their cars – they’re likely to go elsewhere for servicing to save money. This not only gave us key groups to concentrate on, but also unlocked a strong messaging strategy for each one.