citröen

‘the last mile’

In early 2019 we embarked on an ambitious project to tailor the Citroën brand for the UK market. Despite enjoying incredible brand recognition in France, the marque was suffering in the UK on most brand tracking metrics.

A key part of this was due to recall and recognition. In short consumers who weren’t already loyal to the brand, struggled to understand what it stood for.

To this end, we decided to lean in to the inherent ‘Frenchness’ of the brand with a design system we called ‘The Last Mile’ - as it took existing central assets and tailored them for the UK…hopefully taking prospective buyers that ‘last mile’.

So, we incorporated more French iconography into placements, adopted ‘Franglais’ for print ads and social…even selecting French VO talent for our radio spots.