Citroen + Online Communication = another way to reach drivers
During the automobile conference in Paris, Le Mondial de l’automobile, the French car maker Citroën has unveiled their new car prototype. In order to target more accurately their car design fan consumer, the French company has decided to work with the developers team of Gran Turismo 5, a PS3 game, to showreel their new design ability using the 3D engine that would be used for the game. A really interesting move from the car maker.
Targeting hasn’t been one of the highlighted ability of car makers: they’re more on spreading everywhere their advertising to be sure some of their customer notice it than on using the specific channels clusters of consumers use to get information or get entertained. Citroën did a nice move using the PS3 game Gran Turismo 5 (that would be soon released and long awaited by car design and driving fans) to unveil their design prototype.
More than showing it as they usually do, they did prefer to aim at one and only one target and use their preferred communication channel, games, to communicate on their newest design innovation. Using that channel, they did innovate too and raised interest from many media and above all from the actual brand image influencers.
Communication isn’t anymore about paying more than competitors to keep them away from the consumers, it’s about being innovative to make people get interested and willing to connect with the brand. Engagement marketing vs. attention marketing.
