Citroën
fullscreen ⇧
This is
NOT a car
BRIEF:
When Citroën launched the Ami, they were insistent that it was not a car. Even though it looks like a car, we were banned from calling it a car in meetings as it is, in fact, a fully electric quadricycle. This means it neatly sidesteps a whole host of regulations that vehicles classed as cars undergo.
IDEA:
This is not a car - we'd show the Ami doing lots of non-car stuff, like dancing or parking in small and unusual spaces.
OUTPUT:
Socials - TikTok, Instagram, X, FB
RESULTS:
Millions of likes and tonnes of positive buzz, with the cars selling out in the UK and creating a two-year waiting list. Little did anyone know at this point that the car, I mean quadracycle, was indeed a load of old rubbish.
We created hundreds of static posts (shot on a smartphone) showing the Ami parked in fun places that you definitely wouldn't find a boring old car.
We continued the campaign with influencers and content makers. Challenging them not to say the word 'car' on a day out in the car. These gained a cult following with people discussing the car on social media, struggling not to use the 'C' word!
