Driving Local Leads For Retailers in a Difficult Market

For Citroën (and all automotive brands in the UK), September is a significant month, with the buzz around new registrations traditionally helping to generate leads that would provide business opportunities for the next three to six months. But uncertainties over stock levels in the run up to this period made it hard to settle on a message, and even whether any activity would see a return on investment.

Citroën was keen to stay active and to keep the brand front of mind for potential automotive buyers. But equally, if it was going to commit to spending, it wanted its investment to go as far as possible. The retailer network needed to be guided, and Citroën looked to We Are Acuity for that strategic direction.

Stock challenges across new car models were making client spend hard to justify, so it was clear that another approach was needed. As experts in automotive, we could see two separate elements that we could weave together to create a compelling campaign that would deliver high quality incremental leads when Citroën needed them most.

We knew that used car prices had been steadily on the rise in 2021. Up 18% year on year according to Auto Trader. Secondly, we knew that the quality of part exchange leads through the Citroën website was always high, even if the volumes were traditionally lower. By bringing these two elements together powerfully, we could drive more potential part-exchange customers to make enquiries through the website, and in the process deliver new leads to the retailer network.