CitroÃÂ«n is launching its C2 supermini in the UK with a cross-media tie-up with EMAP and a £3m TV campaign.
The “urban cool” campaign will be run in all EMAP’s youth-oriented titles, such as Heat, FHM, Arena, New Woman and Max Power, and the radio stations in the EMAP-owned Kiss FM Network.
The campaign, which mirrors TV reality shows such as Pop Idol, asks young people if they are “cool enough” to turn up at pre-selected venues such as nightclubs. Advertorials will then feature the people who turn up.
Media buying and planning was handled by OMD, but the value of the deal is not being disclosed. The campaign is the brainchild of CitroÃÂ«n UK marketing director Mike Ibbett.
The supporting TV campaign uses a pan-European ad created by Euro RSCG in Germany. It shows a C2 getting lost in Monaco, inadvertently driving on the Monte Carlo
‘s famous F1 street circuit and joining the race.
CitroÃÂ«n is keen to maintain the strong youth following enjoyed by the Saxo, the C2’s predecessor. The Saxo VTR and VTS have been the biggest sellers in the “hot hatch” market.
The car goes on sale on September 20, and both advertising campaigns break in October. The basic C2 will retail for £5,995, after £500 cash back.