Press release
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TARIFS NOUVELLE C4
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september 16, 2020 - Citroen
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 #EC4 - 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 #EC4 - 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 #EC4 - 100% ëlectric from September 9, 2020.
Watch the #film on YouTube: https://www.youtube.com/playlist?list=PL01krCBQBLwIZMZqON9UMyXMobqMyGAfb
First air date: September 9, 2020
CREDITS
ADVERTISER AUTOMOBILES CITROËN CITROËN MANAGEMENT Arnaud Belloni, Bruno Gisquet, Frédérique Arbona, Sandrine Delouche AGENCY TRACTION/BETC 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 |
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