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Citroën UK Drum News Auto

Citroën UK launches interactive direct mail campaign with We Are Acuity and Digital Space


By The Drum Team | Editorial

March 13, 2012 | 2 min read

Citroën UK is unveiling an interactive direct mail campaign for the DS5, designed by creative agency We Are Acuity and incorporating digital watermarks created by print-to-mobile specialists Digital Space.

There are 192 versions of the mailer, each personalised with a dealer’s details and invisible digital watermarks for DS3, DS4 and DS5. In total, over 200,000 target customers will receive the mailer.

Peter Cronin, Acuity’s managing director, said: “Brands in this space are particularly keen to engage with customers and to build themselves into a lifestyle. Social media is particularly topical, as well as other emerging technologies and apps. However, print is still a great method of communicating with customers en masse.

“In spite of the unprecedented levels of personalisation now achievable by digital print, the vast majority of direct mail still follows a fairly generic model of a standard print piece, possibly personalised with a dealer’s details. This new approach represented a great opportunity for Citroën UK to further stand out from its competitors.”

Customers with the ‘Digital Space’ app on their phones can scan the digital watermarks embedded in the images on the mailer, with a dealer personalised phone app appearing on screen, where the user can view nine images and three videos for each of the DS line models, as well as their local dealer’s full address.

James McIntosh, director at Digital Space, said: “We were delighted to be involved with Citroën in such a high quality campaign and offer our expertise in bridging the gap between offline and the mobile web. We delivered a solution that enables the consumer to access mobile content directly from the creative piece, with clearly defined and measured calls to action.”

Citroën UK Drum News Auto

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We Are Acuity

Nobody can become an expert overnight. We have almost 20 years’ experience of turning national and global brands’ marketing messages into powerful local campaigns that adapt effectively across networks. In other words, we break the big picture down and make it relevant to local audiences.

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