French automobile manufacturer, Citroën wanted to promote its brand in India during the festive season of Diwali, in a way that would capture the user’s interest. The brand wanted to enhance the awareness of its logo in the Indian market, by building higher levels of familiarity with the audience.
Citroën wanted its logo to be the highlight of its India launch, and in turn, create significant brand awareness. With the festival of lights just around the corner, the brand incorporated the essence of Diwali in the creative, to enhance the relevance of the ad among the Indian users. The overarching objective was to engage the audience with the brand and to be inspired by the festival of lights.
To implement the campaign, mCanvas built a creative which opens to the copy, ‘You know what’s the best thing about Diwali?’, with a ‘Tap to explore’ CTA. Clicking on the button activated the phone’s camera, with a copy that answers the question - ‘With fireworks, but where are they?’. Thereafter, users were then prompted to move their phone around to find the cracker, in an augmented reality.
Upon discovering it, the creative encourages users to tap on the cracker to light it up. On bursting, it transitions into beautiful fireworks made of Citroën’s logo. The closing screen fades in with a copy ‘This Diwali get inspired by the lights!’, along with Citroen’s logo. A ‘Know More’ CTA directed users to the brand’s Facebook page, for more information.
"In a space, where users now have the liberty to choose what ads to interact with, creating mind-blowing concepts for brands is typically challenging. This innovative campaign has not only kept users engaged, but also managed to successfully enhance the familiarity of Citroën in the Indian market."
