In a bid to upturn misconceptions about the brand Citroën has partnered with CMW to target fleet managers with a highly personalised campaign.
With parts of the fleet industry holding onto an outdated view of Citroën integrated creative agency CMW has devices the Wine Box campaign.
Following research on its target audiences’ career histories on LinkedIn, CMW and Citroën is has sent an unbranded box containing a bottle of Chateauneuf-du- Pape and a letter to a select group of fleet managers. A note attached congratulates the recipient on his/her ‘new job’. The new job referred to, however, is an old position they once held, gleaned from the information on his/her LinkedIn profile.
Inside the box, the personalised letter explains: “You’ve moved on in the past few years and so have we”.
Mark Lynch, Citroën, fleet marketing manager, said the campaign was to remind fleet managers how “the Citroën brand has changed remarkably over the past five years,” and to “ask them to re-appraise the brand in a charming and unique way. The line ‘you’ve moved on in the past few years and so have we’ is a charming way to get people to reflect on their own success and ours.”
CMW chief executive, Liz Wilson, commented: “We set out to create a data-driven campaign that challenges our audience thanks to a genuine insight into their lives, not just their behaviour, and prompts them to think again about the Citroën brand.”
The letter inside the box also acknowledges the fleet managers current job role, and details all the advances made by Citroën.