Citroën Partners with Invibes and Collective by Starcom & Leo Burnett for the Digital Launch of the New ë-C3
by on 17th Mar 2025 in News
Invibes Advertising (Invibes), a leader in digital advertising innovation, has partnered with Citroen to reach over 3 million unique users with a high-impact campaign designed to maximise brand recall, engagement, and web traffic.
Citroën is spearheading a new "French revolution" in the automotive sector. Until recently, electric vehicles were often considered a luxury, accessible only to a select few. However, Stellantis has redefined urban mobility with the launch of the ë-C3 – an electric vehicle that is affordable, efficient, and technologically advanced. To establish the ë-C3 as the definitive electric city car for all, Citroën implemented a cutting-edge digital strategy that reached over 3 million unique users during its launch phase, which extended into February with two waves of reinforcement.
The digital strategy, developed by Invibes and Starcom, was executed in two key phases to ensure sustained visibility and meaningful engagement with an urban audience:
1. Building Brand Recall: The initial phase focused on high-frequency exposure (7 times per user) to cement brand awareness.
2. Driving Consideration and Engagement: The second phase maintained consumer engagement (3-5 times per user) and expanded reach through strategic retargeting.
To achieve these results, Citroën leveraged the expertise of the Invibes Creative Workshop, where Collective by Starcom & Leo Burnett collaborated to develop compelling creatives and messaging. The campaign deployed more than 10 innovative advertising formats, exceeding industry benchmarks in both visibility and user interaction across display and video formats.
Invibes harnessed multi-level audience segmentation and dynamic creative optimisation to enhance campaign performance. By adapting ad formats in real-time based on user interactions, the strategy maximised engagement and visibility, solidifying Citroën's position as a leader in the electric vehicle market.
A critical driver of the campaign’s success was the precision targeting approach. By combining multi-level segmentation with an advanced audience refinement solution, Invibes created a high-intent audience segment of 2.5 million similar users. This was achieved using zero-party data from a Pre-Campaign Survey, allowing for even more accurate targeting.
"Through our Invibes ID Network, we analysed user attributes and behaviours to identify audiences whose profiles aligned with the purchase intentions detected in the pre-campaign survey. This data-driven approach enabled us to reach high-potential segments, optimising campaign efficiency and strengthening brand impact and recall," explains Estela Alonso, Senior Sales Manager at Invibes.
Overall, the campaign delivered outstanding results across Media, Attention, and Brand KPIs. Key highlights include:
Media KPIs:
• 80% viewability, plus exceptional VTR, CTR, and brand safety compliance
Attention Metrics:
The campaign significantly exceeded Lumen benchmarks:
• Video: +174% APM (Attention per 1,000 impressions) | +57% AVT (Average Viewed Time), in addition to outstanding Display performance
Brand Impact:
A Brand Lift study conducted by Smartme Analytics revealed a powerful impact, including:
• +71% in Purchase Intent, along with additional strong lifts across key brand metrics
Cristina Pérez Ruiz, Marketing Director of Citroën Spain, reflects on the campaign’s success: "We are thrilled with the media strategy implemented for the launch of the new ë-C3—a milestone moment for the brand. The collaboration with Collective by Starcom & Leo Burnett and Invibes Advertising has yielded exceptional results, surpassing industry benchmarks across all key metrics."
See the campaign in action:
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