Citroën had an issue with Fleet Managers, whose knowledge of the brand and its vehicles was out of date. And this meant the brand often fell off their consideration list. Citroën has changed dramatically over the last couple of years, with some fantastic new vehicles, reviews and innovations. So how could the brand cut through and get their message across in a market that is saturated with rival car brands and their communications?
We wanted to help Fleet managers to understand that just like any individual a brand can learn, evolve and grow. To make this point in the most personally relevant way possible, we used LinkedIn to find out what each of our Fleet Manager’s first job had been. We then sent them an expensive bottle of wine in an ornate wooden box, congratulating them on that first job, several years late. Inside, a letter reminded them that if they’d changed, grown, improved since that first job - then logically wouldn’t Citroën have done the same?
OF NEW BUSINESS