Client: CITROEN
Agency: RAPP
Agency: RAPP
UNDEFINED, SELF LUMINOUS
C5X LAUNCH CAMPAIGN
The global launch of the Citroen C5X presented a unique challenge in China, leading to an innovative approach. Unlike its global positioning as a travel wagon, in China, the C5X embraced an "undefined" category to resonate with the local market. Renamed "Versailles," “凡尔赛” echoing the famous French palace yet leveraging its local internet meme connotation for "humble bragging," the C5X garnered immediate attention. The campaign theme, "Undefined, Self Luminous," celebrated individuality and the car's distinctiveness, encouraging drivers to shine by simply being themselves. This strategy not only captivated the audience but also played a crucial role in revitalizing the Citroen brand in China.
