Citroën were launching their new C3 Aircross SUV amongst a plethora of other SUV launches.
The risk? Losing current Citroën customers to other brands.
Launches are thrilling. The build-up, even more so. We decided to treat our customers like car journalists and gave them exclusive pre-launch access. An eight-month CRM campaign revealed the car ’inch by inch’, we used geolocation to invite intrigued customers to VIP events, and cardboard engineering to bring the SUV’s versatility to life.
Open and click through rates remained high throughout the eight-month campaign.
85% of the new sales generated by the CRM programme went to existing Citroën customers demonstrating the campaigns success in protecting customers in this highly competitive SUV market.