Spikes Asia

FAMI-NAVI

BEIJING DENTSU ADVERTISING, Beijing / DONGFENG CIROEN / 2016

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Overview

Background

In car society of China where 25 million cars are sold every year, the number of traffic accidents increases about 10% every year because of the rapid deterioration in traffic condition that arising from ever-increasing number of cars. It is becoming a huge social problem. The brand concept of Citroen is the symbiosis between human beings and car technology. Along with providing the latest safety technology to the consumers, Citroen challenged to improve the traffic safety manners of China, which is said to be the biggest reason of traffic accidents in China and considered lower than the developed countries in the world.

Execution

As the promotion of safety technology of Citroen China, an APP for both IOS and Android was launched in APP STORE on March 25,2016.The announcement focused on owned media and PR.

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