Citroën – GQ By Citroën
The Challenge
The agency had pitched an idea to GQ magazine, offering the services of Citroën’s British- born designer, Mark Lloyd, to design GQ their own car. A full concept model had been produced and photographed for a four-page feature in the April issue out on March 4th.
The challenge? To maximise the impact of that GQbyCITROËN feature both in the UK and globally.
The challenge? To maximise the impact of that GQbyCITROËN feature both in the UK and globally.
The Solution
To create excitement for the project, and promote the on-sale date of the magazine, the agency produced a ‘Teaser’ film using ‘talking head’ shots of the key project collaborators from Citroën, GQ and Savile Row tailors, E Tautz, who designed the interior. A microsite was also created to host the ‘Teaser’ video.
The agency planned, coordinated and executed a Central London launch party to reveal of the car to the assembled media, celebrities and VIP guests.
An updated version of the microsite featuring ‘Making of’ and ‘Launch Party’ videos, gallery images of the car and the party was activated within 24 hours of the car’s reveal.
The agency planned, coordinated and executed a Central London launch party to reveal of the car to the assembled media, celebrities and VIP guests.
An updated version of the microsite featuring ‘Making of’ and ‘Launch Party’ videos, gallery images of the car and the party was activated within 24 hours of the car’s reveal.
The Results
- 4 page feature in GQ UK
- 4 page feature in GQ France 10 x UK & International Print Articles
- 350+ Online articles
- 15,000 YouTube hits as of April 2010.
- Twitter activity surrounding the GQbyCITROËN launch and links to images of the car reached more than 50,000 people in the initial launch period.
