Ami<3Paris
Citroën
Issue 57 | December 2020
Agency
TRACTION/BETC
Creative Team
Executive Creative Director : Stéphane Xiberras Creative Director : Nicolas Lautier Associate Creative Director : David Derouet Copywriter : Stephan Schwarz Art Directors : Jacques Decazes, Moritz Maus, Les Graphiquants Assistant Art Directors : Melissa Hofman, Alice Resseguier, Arthur Pelissier, Dylan Legrand
Production Team
Traffic : Nina De Wet, Celia Chiarotto-Dafi Creative Producer: Caroline Petrucelli Assistant TV Producer : Manon Poudens Strategic Planner : Philippe Martin-Davies Production Company : Soldats.Tv Director : Jules Renault Line Producer : Pierre Cazenave Production Manager : Charlotte Giral Influence/Social Media : BETC Digital, Mathilde Draeger, Claire Nascimbeni, Loubna Harifi Print Studio : Bullprint Sound Studio : Start Rec Soundtrack : « Afe » Mokado Actors : Francis Bonneau, Maria Romualdo, Martine Fabregue, Danny Leveau, David Twose
Other Credits
Brand Management : Arnaud Belloni, Bruno Gisquet, Sylvain Peraldi Amélie De Chabannes Agency Management : Bertille Toledano, Hugues Reboul, Julien Grimaldi, Anyce Nedir, Chloé Pirajean, Aude Devaux, Thomas Jaffeux
Date
August 2020
Background
For more than 100 years, Citroën has created vehicles that are as unconventional as they are iconic, such as Traction, 2CV, or even Type H, making mobility accessible to as many people as possible. In 2020, with Ami - 100% ëlectric, Citroën is unlocking urban mobility for everyone.
Citroën, inspired by innovation and unexpected solutions, has once again adapted to the market with its new Parisian car-sharing offer, operated by Free2Move.
Citroën and Free2Move, in partnership with Traction (BETC group), launched « Ami<3Paris » on August 24, 2020, providing Parisians with a fleet of vehicles unlike any other. This unique campaign gave Parisians the opportunity to discover Ami in a different way.
Idea
The concept of « Ami<3Paris » was inspired by the Parisian way of life, designed for its city and its colourful inhabitants. We tend to see Paris as a single, homogeneous city, made of large Hausmananian Boulevards, especially if you don’t live in Paris. Actually, it’s only when abroad that they call themselves “Parisians”. In reality, they define themselves by their neighbourhood.
Pigalle, Montmartre, Belleville, Saint-Germain des Prés, the Marais... So that each of our Ami cars becomes as iconic as the Parisians, each model has been dressed in the colours of one of the 20 iconic districts of the capital, with inspiration from stories and anecdotes from real Parisians. And who better to tell this story than them? The launch was accompanied by a 100% Parisian geolocated social media campaign, made up of digital mini-films highlighting the stories of Parisians who participated in the development of the designs. The vehicles were unveiled on August 24 at an event held at Cercle Le Brun in the 5th arrondissement. They were available for car-sharing in the streets of Paris.
Results
For the Ami<3Paris campaign, BETC involved 15 Parisian mid-tier influencers from different areas of Paris to promote the car in their district. The influencers tested the cars then posted images of the new vehicle, getting fans to engage by liking and sharing on Instagram (example here https://www.instagram.com/p/CE_GKYxDhsH/). This activation modernised the brand, reached younger audiences and increased brand credibility, with total impressions over 700k.