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Microsoft Advertising was chosen by Citroën and PHD for their innovative digital advertising campaign that smartly embodied the creative spirit of the new Citroën DS3 Cabrio. The campaign ran in April and took advantage of all the opportunities that Skype offers on various platforms - mobile, PC/tablet and in the Windows 8 app.
Citroën and PHD have identified Skype as the ideal medium to reveal the launch of the new Citroën DS3 Cabrio to the younger male generation that loves elegance and a free-spirited, sporty style.
“Créative Technologie is not only our Trademark's claim, but it is also the philosophy we follow every day and in every sector of activity. Also the communication approach with Skype fits perfectly with this strategy.” stated Massimo Borio, Director of Marketing and Communications at Citroën Italia. “Even the product focus of this communication plan, the new Citroen DS3 Cabrio, is perfectly aligned and is able to promote the innovations that accompany its arrival on the market: a canvas roof that can be opened at speeds of up to 120 km/h, a boot that has more space than other models in this category, and the only Cabrio in its category that seats five."
To further highlight the unique design and creativity of this innovative model, Citroën has chosen to take full advantage, a first in Europe, of the great potential offered by the range of creative formats available on every platform that supports Skype: mobile, PC/tablet in the desktop version and in the Windows 8 app, with formats that have a strong impact but are not invasive, such as videos on the home page, Ad Carousel in audio conversations and the brand new Ad Rotator.
PHD was the media agency that planned this innovative digital advertising campaign. “The 2013 Web strategy follows a precise directive that sees Citroën and PHD anticipating current trends, riding the wave of innovation (to reference an image from the DS3 Cabrio campaign), and challenging the crisis using an approach that I would dare to describe as pioneering. Our mantra is: do it first and do it best! This is the reason why we are always extremely quick to understand the market demands, adapting our offer each time to customer needs. Furthermore, the objective is highly challenging: to integrate all the available technological tools into a media plan, where multi-channel options are ever growing, in order to be more engaging to users, independently from the platform or device we use to get their attention" declared Vittorio Bucci, PHD Managing Director.
For more details, please consult the Italian press release.
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