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Citroën Holidays.

Citroën Holidays Camper Van

Challenging a Market Leader.


There’s something alluring about the idea of owning a Camper Van. It symbolises freedom, flexibility, and adventure. The dream of spontaneous travel and the ability to explore the world without the constraints of fixed accommodation. It’s a lifestyle choice that blends travel with minimalism and self-sufficiency.

No surprise, then, that with the growing popularity of staycations and slow travel, ‘Van Life’ has boomed as a cool, sustainable, and personalised way to holiday. And the biggest winner has been Volkswagen, with its iconic image and cult-like brand following. It's become synonymous with outdoor living for over 75 years since its adoption by the counterculture movement of the 1960s.

But in more recent years, consumer tastes have evolved. Customers now expect all modern conveniences to be available. Camper Vans have evolved from simple mobile homes to fully equipped leisure vehicles with luxury fittings, advanced technology, and high-end finishes. So, when Citroën decided to enter this lucrative but highly competitive, brand-conscious sector and challenge the market leader, they turned to We Are Acuity for help.

Listen instead?

Challenging a Market Leader | Work | We Are Acuity
4:46

“The Citroën guide is an important reference and is considered the benchmark for the level of detail/information that we believe is necessary to contain.”

Brad Miller

Head of Product & Pricing

Stellantis LCV

Challenge

Despite the opportunities presented by this growing sector, Volkswagen was a well-established and historically dominant market leader. Its factory developed California models and third-party Transporter conversions were a de-facto choice for many. VW had also been joined recently by Mercedes and Ford with strengthened Camper Van offerings. As well as great products, all these brands offered strong resale values making them a solid investment for consumers.

Entering such an established market as a new player was a challenge for Citroën Holidays and Bravia Mobil it’s conversion partner. Our first job was to deep dive into the UK marketplace to understand what was really important to buyers. We then designed a Price and Specification Guide that was tailored to this audience's specific needs, making that information accessible to UK consumers in a way which was easy to digest, engaging, reassuring to the brand's new Camper Van buying audience and added value to the customer journey at exactly the right time.

 

Insight

From our in-depth research we knew buyers look for practicality, comfort, and versatility. A well-designed interior layout is vital with efficient use of space and ample storage solutions, but technology is increasingly important. Ease of driving and parking is highly valued by customers including advanced driver-assistance technologies like adaptive cruise control and parking aids for easier manoeuvring. Technologies that allow for easy off-grid living are actively sought after.

These were all areas where Citroën Holidays excelled; it is compact, practical, and cost-effective. This is a Camper Van that offers modern amenities and a smart, flexible interior layout, delivering convenience, drivability and affordability without sacrificing comfort. It really was something fresh to the market and perfect for those looking to experience 'VanLife' with a few home comforts.

Cover design options for Citroën Holidays price and specifications guide

 

Solution

Adobe Creative Cloud allowed us to create an interactive digital Price and Specification Guide hosted on Citroën's website, but readily available to email to hand-raisers and prospects. We implemented Google Analytics so we could see the role our guide played in the consumer journey. Data collected provided knowledge of the audience and how best to engage with it. Every click would be tracked, including those to enquiry and configuration pages of the brand website.

We built in new levels of engagement, using dynamic product information to bring every page to life. The facts and figures needed to look interesting too. We’d use existing brand video content where appropriate to add value, by giving the customer a real indication of how a certain feature looked, or a piece of tech works. And for those who prefer a printed item to reference as part of their decision making, an easy download to print option was one click away.

Results

 

 

4 days in studio from start to finish.
Development of camper specific features and new configurations section.
Engaging interactive format optimised for on-screen viewing.
6.5 minutes average read time for interactive guides.

     

If you’d like to talk about your brand’s product communications why not schedule a FREE discovery call hereIt will be well worth your time.

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