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Advertisings
Citroën, an advertising pioneer
One of the key components of André Citroën's hard-hitting and unconventional advertising strategy was the ability to develop the renown of the company and its products by turning the spotlight on the many and varied strong points likely to interest the public.
This strategy proved its modern-day relevance in 2000, in the memorable ad showing a mischievous robot painting its own design on the Xsara Picasso, to the tune of "Je ne veux pas travailler", by Pink Martini. This period marked a turning point for the Citroën brand, expressed through new styling and an expanded range. Soon, the C2, C3 and C3 Pluriel superminis were to revitalize the Citroën range and become highly successful.
In 2005, Citroën's approach to advertising reflected the same pursuit of innovation with "The Dancer", a film for the C4 that was made using the latest in digital tools. Citroën called upon the best talents and the best techniques to serve the advertising positioning selected for the C4: "alive with technology". The film was hugely popular and the model itself is a commercial success.
Citroën and advertising clearly go hand-in-hand.