Citroën Holidays.
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.
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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
We knew we could offer something creatively powerful, as we had a tried and tested design in place already with our innovative passenger vehicle materials. But we needed to provide a much more bespoke adaption for the commercial vehicle market. Putting ourselves in the customer’s shoes and really focusing on the more complex details and specifications of the vehicle was an absolute priority.
We could also use the technology available to us to ensure that each digital Price & Specification Guide added value in entirely new ways. For clients, GA tracking would let every dealer see the role brochures played in the long sales journey, whilst data collection would help them build knowledge of their customer base and how best to engage with it.
For the customers themselves, we could build in new levels of engagement, using dynamic product information. It didn’t have to just be black and white table content throughout; the facts and figures would need to look interesting too.
And knowing the customers as we do, it was essential there was a download for print option as well. These customers really like to pour over every detail and sometimes that just can’t be done on screen. Old habits die hard.
Solution
We decided to set the old Price & Specification Guides aside and embark on a complete redesign using the latest Adobe software, focusing on providing maximum information and engagement. The result was an interactive version that truly revolutionised the experience, with pages that came to life through dynamic trim comparison sections and captivating imagery highlighting the best features. For customers interested in a vehicle, this interactive guide offered all the necessary information to make an informed buying decision.
Our main aim was to enhance the customer experience, but also simplify the process for our clients too. This is how we did that:
We transformed complex internal facing data into easily digestible information for customers.
We ensured every single detail was featured. This is where the van price & specification guides differ from the car guides, as we remove some details due to relevancy for the car market, however, all and any of the information could be useful for van customers.
Where vans offer a multitude of choices, such as the platform and conversion options, we strategically divided the guide into sections, allowing customers to quickly find the specific details they needed for their business.
Key information such as dimensions, weights, and loads for vans were prominently displayed, ensuring customers could easily identify the version and size that suited their needs.
We also highlighted important figures like CO2 emissions and fuel economy, essential for customers making informed buying decisions in the face of increasing restrictions and charges.
To facilitate the sales process, clickable calls-to-action were incorporated, enabling potential buyers to seamlessly transition to the next stage of their journey by contacting their local dealer, designing their ideal vehicle, or making a purchase online.
Furthermore, every click was tracked, providing valuable insights to our dealer network on how to further enhance the sales journey.
Results
Having garnered tens of thousands of views and boasting an average read time exceeding 6.5 minutes, it’s evident that both potential and current customers are actively engaging throughout the entire journey of purchasing their new commercial vehicle. Remarkably, one out of every five readers have interacted with a Call-to-Action (CTA), with over 2% taking the next step to inquire directly with their local dealer through the guide itself.
A strict deadline loomed over this project. A new line of vans was set to hit the market simultaneously, and we couldn’t afford for the Citroën range to fall behind the competition. Additionally, we needed the guides ready for pre-launch, adding to the challenge as we faced limitations due to embargoes on early access to assets. Despite the time limitations between receiving the necessary materials and going live, we managed to pivot quickly and deliver on time. This essential information was readily available, ensuring a seamless experience for customers and resulting in a surge of orders.
If you’d like to talk about your brand’s product communications why not schedule a FREE discovery call here? It 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