Acuity developed the powerful ‘Take comfort’ campaign which, through a simple but flexible execution across multiple media, allowed us to make the point that comfort was in fact only one of many reasons to consider a Citroën, for business or pleasure.
The core of the campaign was the ‘Take comfort in…’ construction, which then opened the way for us to talk about many of Citroën’s strengths, both emotional and rational. The flexibility of the approach even let us celebrate an awards win along the way, with the ‘Take comfort in a proven winner’ execution for the Irish-Van-of-the-Year-winning Citroën Berlingo.
Radio advertising was a core part of the campaign, so our flexible and repeating line was the glue that kept everything connected, whether talking about scrappage for vans, or 0% APR.
Visually, we created a unique typeface that brought ‘Take comfort’ to life, with a soft-cushion effect that was used on everything from print and social to dealership POS, tying the whole campaign together neatly.
3 x 30-second ads covering brand, finance and commercial strands.
A range of designs covering SUVs, passenger cars and the commercial van range.
21 digital formats covering C5 Aircross, C3 and the van range.
Web and mobile
6 x variations
20-second C5 Aircross film
Campaign-branded items including decals, mirror hangers, posters, bunting, dealership window graphics and even branded Toblerone!