CITROËN RIDES THE WAVE OF VINYL TO PROMOTE THE UNIQUE COMFORT OF ITS NEW C4 CACTUS HATCH!
A true international phenomenon, the comeback of the vinyl record has officially landed in France with a new sales record announced in 2017*! This startling development in the heyday of ‘streaming’ highlights the desire for a return to distinctive physical and sensory experiences. It has inspired Citroën to take to social media in order to promote the unique comfort of New C4 Cactus hatch thanks to its Progressive Hydraulic Cushions™ suspension. An original initiative that underscores the tagline for this new model: ‘Comfort is the New Cool’
Find out more in a video on https://youtu.be/fDAbEhVtQkQ
In the heyday of digital and ‘streaming’, the incredible comeback of the vinyl record is bigger news than ever. An international trend from the USA to Australia, Japan and the United Kingdom, it has now officially landed in France, where vinyl sales multiplied by four in five years and the press was abuzz over a new record set in 2017: 3.1 million units sold, or a 56% increase compared with 2016*! This strong cultural phenomenon reminds us that physical and sensory aspects can make all the difference in the user experience.
Citroën is riding the wave of this trend to promote the unprecedented comfort of New C4 Cactus Hatch on social media (Facebook, LinkedIn, Instagram, YouTube, etc.), with an original digital activation: ‘Bumpy Vinyl’ This video animation presents the Brand’s new ‘ultra-comfort’ hatchback, here taking the place of the playback head of a record turn table. While the record spins, we hear various road noises as the car drives along a groove: paving stones, speed bumps, potholes, etc. Nevertheless, the car seems imperturbable, passing over these irregularities without a bit of trouble, and calmly continues its route along the record. An original way of highlighting the unique ‘magic carpet ride’ effect offered by the Citroën Progressive Hydraulic Cushions™ suspension of New C4 Cactus, the first hatchback equipped with this exclusive technology which was subject to 20 patent filings.
After an original TV campaign, this ‘Inspired by You’ digital activation once again demonstrates that vehicle comfort is more popular than ever (just like vinyl!), while underscoring the tagline for New C4 Cactus hatchback: ‘Comfort is the New Cool’
*Source: SNEP (Syndicat National de l'édition Phonographique) - Communications of 15/02/2018 at www.snepmusique.com/les-chiffres