Citroën marked its 90th birthday by unveiling a new corporate identity in the Daily Telegraph, promoted by an interactive advertising campaign created by readers.
In an attempt to convey the French car giant's foundations in "style, innovation and technology", the campaign required readers to fold specific pages of the quality newspaper to create Citroën's message and reveal its strapline ‘Creative Technology'
The print marketing campaign, exclusive to The Daily Telegraph, was designed by Omnicom's OMD, and was accompanied by ads in TV and full-page traditional colour ads in every national and Sunday newspaper.
In addition to what is being touted as a "media first" within The Daily Telegraph, there was corresponding digital ads on Telegraph.co.uk. Users of the website were able to click on a branded page peel, which rolls back to expose an origami-like fold-up of the web pages themselves and the new Citroën brand identity.
Ian Hughes, marketing director of Citroën UK, called the Telegraph execution "evidence of our reinvention" that allows the company to demonstrate "creative technologie".
Citroen Daily Telegraph Creative Technology
envoyé par Automotives
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