Hot guerrilla action for the C4
As part of a guerrilla marketing campaign, Franz & René turned cars from other brands into advertising platforms for the Citroën C4 Cactus.
The C4 Cactus sun visor will be distributed on hot days in June in eight major Swiss cities to motorists who park their cars around the large swimming pools and lidos. A gift with a surprise effect, as it changes its appearance thanks to a special ink that disappears at 45°C.
As soon as the ink has disappeared, the following message appears: "My next car? A Citroën C4 Cactus." Back at his car, the driver realizes that his vehicle has become an advertising medium for another car brand. The German, Spanish, Japanese or American car brands thus become ambassadors for Citroën without their knowledge. Continuing its playful approach, the brand with the double angles launches a competition with lots of prizes for the hot summer days.
Responsible at Citroën Suisse: Laurence Barbey, Julie Garnero (Press, Event & Sponsoring). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger, Anja Kocher (Campaign Manager), Yoann Cosson, Michel Kissling (Concept, Text), Marco De Albuquerque (AD), Barbara Müller, Gianluca Terzini (Graphic Design). Film production: Ramon+Pedro, Lausanne. Website: Picturn, Sébastien Pochelon/Samuel Corajod Promotion Agency: Promokant, Zurich.
