Bringing USPs to life with imagination, a super hero and a well-loved rabbit

Our challenge was to supplement the usual product brochures (printed and digital) and informational content we’d created for the dealer network with something that would not only present the facts and benefits in a clear and engaging way, but that would also bring the human nature of the brand to life too.

The answer was video - but it was clear to us that this had to be so much more than a simple walkthrough. What would be the X-factor that would lift these videos up beyond the expectations of a prospective customer? We immediately began working on creative ideas and storyboarding with Ideal Insight, our video production partners.

Too often video content is supplied via a national creative agency in a far-off European city, something that can cause a disconnect between a local audience and the brand. To us it was clear that to connect with our target UK audience, it needed to be not only shot in the UK, but within a Citroën dealership.

But additionally, we believed that we needed an innovative way to showcase the features. Instead of a corporate-style mouthpiece, we would use children (and one rabbit!) to extol the virtues of the onboard technology and comfort to potential customers at the dealership. And children being children, they would do it in their own unique way.

In one stroke this would let us land the human nature of the brand, show how Citroën Advanced Comfort benefits everybody and create unusual content that would really stand out in a crowded market where: