Citroën launches C4 Cactus integrated campaign with 'tease and reveal' ads during the X Factor

Citroën UK is launching the C4 Cactus with an interactive campaign spanning TV, cinema, outdoor, digital, press and experiential, all kicking off with a series of adverts during tonight’s (Friday 3 October) X Factor on ITV.

Inspired by the C4 Cactus design the ‘Stay Curious’ campaign, created by OMD UK and Havas Worldwide London, launches with a ‘tease and reveal’ approach.

During the first commercial break in tonight’s show five two second spots will ‘tease’ with footage of car’s features. The ‘reveal’ moment comes at the end of the break with a 30 second spot showing the C4 Cactus and the context of the previous moments.

A 40 second spot will follow up on other key channels during the X Factor broadcast between 9pm and 10pm.

An interactive twist sees viewers using the show’s app also exposed to Citroën C4 Cactus messaging. Using ITV’s Ad-Sync format Citroën will take over the advertising within the Fifth Judge feature during the first on-air break, showcasing interactive content where users can virtually explore the model and its features.

“The New Citroën C4 Cactus reconciles innovation, good looks and functionality, with unique styling that is both memorable and easily identifiable. We wanted our campaign to mirror these qualities and are delighted that our unique creative, matched with impactful media planning will create stand-out and a memorable experience for our customers,” remarked Helen Bradshaw, marketing director, Citroën UK.

Supporting activity, which will run until the end of November, sees Citroën tour UK shopping centres, including Birmingham’s Bullring, Glasgow’s Braehead, Lakeside in Essex and Highcross in Leicester. Here, the centres’ car park pillars will be wrapped to mirror giant Citroën Airbumps with shoppers able to see, touch and explore the car inside the shopping centres.

National press and cinema activity is also planned with a 40 second creative showing before new releases including The Hunger Games, Sin City 2 and Interstellar. Outdoor poster sites will feature nationwide, including 14 mega 6 sheets and a run on the North London Towers at the North circular, Brent Cross.

Digital activity for the campaign covers desktop, search, mobile and tablet as well website takeover placements across Dennis Publishing’s auto sites and The Telegraph website.

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