Euro London unveils multi-million-pound Citroen campaign

Euro RSCG London has created a multi-million-pound television campaign, for Citroën, building on the marque’s marketing strategy of offering cash back and zero per cent finance. The UK-only campaign, which breaks on June 1, shows Citroën cars being tested in a ‘value laboratory’, with a C2 hatchback having a ‘cash injection system’ and the larger C3 shown with ‘money bags as standard’ after a simulated safety test crash. The ad will be followed by an execution for the Picasso MPV and will also be supported by a press campaign. Citroën has also just launched a Ministry of Sound special edition of the C2 featuring upgraded Sony stereo systems to appeal to the ‘MaxPower’-influenced buyers of its Saxo predecessor, which was often customised. Media buying and planning is by OMD UK.

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