We had two main objectives:

1.    Appeal to eco-conscious businesses: Companies already exploring micro-mobility and last-mile deliveries might have previously considered electric scooters, bicycles, mopeds, or even public transport. We needed to present Ami as a more viable, practical solution for their needs.

2.    Shift the mindset of traditional van buyers: We aimed to change the narrative, encouraging businesses to see how an Ami, or even a fleet of Amis, could offer a more affordable and environmentally-friendly alternative.

Our strategy had to communicate all of this in a shareable, flexible, and engaging way, while mirroring Citroën Ami’s stylish, accessible, and fun character.

We knew we needed to take a non-traditional approach. Rather than presenting Ami like a typical car or van, we framed it as a business solution.

Instead of focusing solely on the product’s features, we honed in on the specific mobility needs of target businesses. We developed an interactive and engaging digital experience, allowing users to discover Ami’s benefits for themselves. Along the way, we dismantled common mobility myths, such as the perception that a 46.6-mile range isn’t enough or that a 28mph top speed is too slow. In cities like London, where average business journeys are short and traffic speeds are often below 10mph, Citroën Ami is more than sufficient for many businesses.

By addressing six typical business benefits head-on, we created a bespoke, personalised journey to uncover the Ami’s potential. Viewers could dive deeper into the details most relevant to their business, with links to the website and opportunities for engagement and conversion through rich content and clear calls-to-action.