In Germany, no one thinks of Citroën when considering buying a new car. No wonder that the brand has significantly lost relevance over the years.
For Citroën's 100th birthday, it was time to change the game. So we changed the name: Citroën became Zitrön – the name the Germans already know it by. The rebranding was everywhere. And was promoted by cross-channel campaign.
The rebranding sparked a lot of discussion. And we completed the confusion with an online mocumentary about a Citroën car dealer.
The leading actor and his team scored points with a lot of self-irony, authenticity and even more humor. Even die-hard VW fans loved the film.
OF ALL DIGITAL
The rebranding should be as real as possible, therefore Citroën was replaced by Zitrön on every channel. It even appeared in the e-mail signature of the customer service
Zitrön was not only everywhere in the digital channels, we also promoted the rebranding in classic – from radio to print to point of sale.
To generate even more attention, we promoted the rebranding with social ads and created online snippets to feed the community. We also had influencers reporting about Zitrön.
Some loved Zitrön. Some didn't. But everyone had an opinion about the new name. On top, other brands interacted with us and even competitors loved Zitrön.
The press coverage was massive with countless articles all over the world – from the United States to Russia