Citroën – Experience what light does to you
Agency name: &KoenseSeverein Client name: Citroën Nederland BV Category: Direct Marketing Country: Netherlands
BACKGROUND
Citroën launched the C4 Picasso in response to a dramatic decline in market share in the M1-MPV segment. The M1-MPV volume category was new for Citroën; spacious, modular and 6–7 seats as standard. The introductory price was € 25,990 – very similar to competitors like the Renault Grand Scenic, the Opel Zafira and the Volkswagen Touran.
With the launch of the C4 Picasso, Citroën needed to regain its position in the market in...