Title | Citroen The end of an era Case film |
Agency | Havas Germany |
Campaign | Zitrön - The Ënd of an Ëra: Citroën Germany becomes “Zitrön” |
Brand | Citroën |
Date of First Broadcast/Publication | 2019 / 7 |
Product | Citroën |
Story | For Citroën's 100th birthday, it was time to change the game. So, we changed the name: Citroën became “Zitrön” – inspired by the way Germans pronounce the brand. And we did it for real. Consequently, for real. The CEO of Citroën Germany announced the new name at the annual dealers´ conference. At the same time, rebranding took place on every channel. Whether it was the website, social media channels or even car dealerships. This way we made sure that people started to talk. The employees were our first and most credible influencers, because they were the first tweeting of what they thought was “madness”. It was picked up not only by social media and the press, but also powered by our pre prepared content to fuel the fire. For three days “Zitrön” was “the” topic in Germany, until the CEO finally admitted, that it was just a hoax. |
Length | |
Chief Creative Officer | Eric Schoeffler |
Creative Direction | Tobias Rabe, Tobias von Aesch, Torsten Pollmann |
Art Direction | Melanie Drechsler, Vanessa Gayanelo, Sebastian Kollat, Frederic Geuecke, Arnaud Atchimon, Gerald Giebel |
Copywriter | Yanick Fischer, Leonid Ryazanskiy, Fabian Haag |
Account Management | Daniela Bugaj, Jessica Jobs, Ellen Cremer, Florian Düwel, Jan Etzler |
Strategic Planning | Marc Thevabalan |
Web Design/Animation | Guido Eichhoff, Vanessa Gayanelo |
Web Development | Rachid Zelmat, Brandon Hoeltgen, Birga Badenhorst |
Illustration | Uwe Watschounek |
UX | Jan Peisert |
PR | Marie Euler |
Agency Producer | Nadine Baltes |
Post Production | Pirates ‘N Paradise |
Film Production | IAM images, cinehype, Studio6 |
Direction | Matthias Thönnissen |
DOP | Sebastian Bäumler |
Client Contact | Scot Wiltgen |
Media Plannig | Carolin Scheele |
Media Placement | MediaCom |