In 2019, when Citroën was celebrating its Centenary, Citroën in Germany was doing the same, but with a twist… It also changed its name for the duration of an innovative marketing campaign. That move had such an impact that the jury of the Art Directors Club festival in New York City has just rewarded it in five categories: PR (silver), Print Advertising (silver), Digital Communication (bronze), Brand Content (bronze), Media Relations (bronze).

The Zitrön campaign began on July 22, 2019, with a video featuring a German dealer in the midst of the changes brought about by the new name: point-of-sale posters, business cards, etc. Digital was not to be outdone, with the adaptation of all the Brand’s digital media (website, social networks, etc.) for 3 days, for a campaign; “The end of an era: Citroën becomes Zitrön” accompanied by a competition involving a Citroën SUV C5 Aircross model, renamed Zitrön Z5 Aircross for the occasion.

A second video completed the buzz in Germany with video shot during the celebration of the Brand’s Centenary in Düsseldorf Germany,
in which visitors were invited to pronounce “Citroën”, not without difficulty, but always in a good mood!

What’s even more amazing is that in winning the campaign — zay didn’t even mention ze var! 🙂