“No more calling mum and dad”
Citroën, an ageing French car brand, built a vehicle that had never been seen before: electric, affordable, very small, recyclable, made in Europe. In short, a real opportunity to rejuvenate the brand.
The challenge:
AMI - a small, affordable electric car - first launched to appeal to young city-dwellers in their thirties, designed to be an alternative in overcrowded and polluted cities. But one year after the launch, aside from Parisian hipsters and car enthusiasts, no one had heard of AMI. How could we turn it into a catalyst of modernisation for Citroën?
The strategic response:
Driveable from the age of 14, AMI was designed for those the automobile industry was not interested in: those not old enough to have a car.
And being a teenager in the countryside is being stuck - everything is too far, buses never run on time if they run at all, and you always have to ask mum and dad for a ride.
AMI is a genuine means of emancipation for those teens who have a social need to get around freely, safely and sustainably. We targeted on social both parent and teens, with specific reasons why they should buy an AMI... for each.
The teens
The work
The prints
The parents
Why I think this is cool
The automotive industry is at a turning point: many challenges but not always the means to meet them.
Seeing AMI as an opportunity for Citroën to play its part in this transition, while tackling a social issue that has been given too little attention by other auto brands was what made this a great campaign to work on. And this target shift worked: we've seen a lot of TikToks and articles about (rich) teenagers getting an AMI from their (rich) parents after the campaign was launched.