As a car manufacturer, Citroën is synonymous with innovative, imaginative solutions to technical questions. In the case of the Citroën Ami, that question was, firstly: how to create a reliable, affordable and completely electric small city car; and secondly: how best to launch this quirky, lovable vehicle in Greece? For the second question, the Syngelidis Group addressed agency partner INTERWEAVE, which responded with a campaign in 4 phases that spotlighted the vehicle’s truly singular USPs against the backdrop of the Greek market.
We set the stage for the first phase through a teaser trailer based on a key insight. Our urban present is vehicle-centric, our future dependent on a transition to sustainability. This impactful question is set into a truly local context through the opening shot of the Acropolis – a cherished exemplar of Greek cultural heritage that is threatened by urban air pollution.
With the reveal of the Ami complete, we set out at full speed ahead (in this case, 45km/h) to introduce it to its Greek audience and raise awareness of the biggest little news to hit the streets. We did this through a series of digital static and animated posts that built on the previous phase and expanded it.
The Ami’s distinct look and characteristics result directly from the unique approach the manufacturer took to making this vehicle accessible for all; hence, Citroën chose to promote it by applying their signature sense of humour to the quadricycle’s quirks. From this point forward, an important part of our work was ensuring that language and culture-specific jokes hit home through a process of transcreation.
The consideration and action phases of our campaign came next, and featured a series of posts which communicated USPs that make the Ami the perfect city car that isn’t a car. The lovable vehicle had enough personality to star front and centre in every creative, inviting potential leads to engage with the this tiny automotive environmentalist.
The Ami was a smashing success globally; in Greece, you’re guaranteed to spot one on the all-electric island of Chalki, where it found a perfect home in this model of a transition to a sustainable economy.
Upon launch, our campaign generated over 13m impressions, 200k views – the majority of which resulted in clicks – and a promising number of leads for the biggest little hero.
