NEW CITROËN C4 AND Ë-C4 - 100% ËLECTRIC : DISCOVER THE SECOND ADVERTISING FILM « OPËN THE WAY» !
- Citroën is launching today the second film « New Citroën C4, Opën the way ».
- The film features the car that goes through the key eras of Citroën hatchbacks, happy moments of mobility and freedom engraved in the collective imagination.
- The song Oh Happy Day is the anthem of the new global advertising campaign.
- Aired on social networks today, the film can be previewed here: https://www.youtube.com/playlist?list=PL01krCBQBLwIZMZqON9UMyXMobqMyGAfb
Citroën is continuing its electric offensive in 2020 in the territory of compact hatchbacks with New ë-C4 - 100% electric and New C4. This launch constitutes a new chapter in the history of compact hatchbacks which began in 1928. This completely new generation compact hatchback shakes up the codes of the segment and adds all the Citroën identity with a 100% electric, petrol or Diesel engine and a silhouette that breaks the codes. The Citroën Advanced Comfort® program, amplified by the ë-Comfort of the electric version, provides the car with exceptional comfort.
THE LAUNCH FILM « OPËN THE WAY » : HAPPY DAY !
The launch campaign for the new Citroën C4 is first and foremost a sound identity: Oh Happy Day. It will be the anthem of the new global advertising campaign orchestrated by Traction (BETC Group). This anthem reminds us of the emotions that the Citroën Brand have aroused in people's hearts for over 100 years: freedom, passion and joie de vivre.
« Happy Day » is directed by Thierry Poiraud (Insurrection), who had already accompanied Citroën in the visit of its heritage for the Brand film « L’autostoppeur », launched in 2019 to celebrate the 100 years of the Brand.
The advertising campaign illustrates a New C4 crossing the key eras of Citroën hatchbacks, happy moments of mobility and freedom engraved in the collective imagination. Around the Brand's iconic compact hatchbacks, witnesses start singing « Oh Happy Day » as New C4, which is also available in 100% ëlectric, goes by, opens the way to the future. The campaign is signed: New Citroën C4, Opën the way.
New C4 and New ë-C4 - 100% electric draw on Citroën's rich and long experience in the compact hatchback segment with nearly 12 500 000 compact cars sold in 92 years : the very first generation of C4 in 1928, Ami 6 and Ami 8, GS and GSA, BX, ZX, Xsara, C4 (2004 and 2010 generations) and C4 Cactus.
This global film is aired on social media on September 9. It complements the global and international plan orchestrated by Traction for the launch of the vehicle. Just like the movie « Oh La La! » aired on September 2, « Happy Day » revisits the Brand's hatchback heritage. These two films are a celebration of Citroën hatchbacks past and future. So where “Oh La La! » celebrates Citroën hatchbacks on a more personal and emotional level through its iconic GS, « Happy Day » retraces their history throughout the eras.
Opening of orders for New C4 and ë-C4 - 100% ëlectric from September 9, 2020.
Watch the film on YouTube: https://www.youtube.com/playlist?list=PL01krCBQBLwIZMZqON9UMyXMobqMyGAfb
First air date: September 9, 2020
ADVERTISER AUTOMOBILES CITROËN
CITROËN MANAGEMENT Arnaud Belloni, Bruno Gisquet, Frédérique Arbona, Sandrine Delouche
TRACTION MANAGEMENT Bertille Toledano, Hugues Reboul, Emmanuelle Woehrel, Julien Grimaldi, Ludovic Halary, Meriem Saadoun, Hélène Talbot
EXECUTIVE CREATIVE DIRECTOR Stéphane Xiberras
CREATIVE DIRECTOR Nicolas Lautier
COPYWRITER Antoine Gauquelin
ARTISTIC DIRECTOR Julien Schmitt
CREATIVE PRODUCER Caroline Petrucelli
STRATEGIC PLANNING Philippe Martin Davies
PRODUCTION COMPANY INSURRECTION
SOUND PRODUCTION GUM
DIRECTOR Thierry Poiraud
PRODUCER Hélène Daubert
DIRECTOR OF PHOTOGRAPHY Mathias Boucard
The Citroën Brand
At the heart of the automotive market, Citroën has asserted itself since 1919 as a popular brand in the true sense of the word, making people and their lifestyles its first source of inspiration. A spirit underlined by its ‘Inspired by You’ signature and embodied by cars combining unique design and benchmark comfort. Within the mainstream brands, Citroën also stands out with a unique customer experience (Citroën Advisor, ‘La Maison Citroën’, etc.). In 2019, the Brand sold 1 million vehicles in over 90 countries.
Citroën media site: https://int-media.citroen.com
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