Changing customers’ preconceived notions is a challenge. In Singapore, Citroën was not the top choice or brand of recall in the car market, despite its claim of providing unrivalled comfort with Citroën Advanced Comfort®.

Since comfort has to be experienced to be believed, we wanted to create an opportunity that would allow customers to experience “The Most Comfortable Test Drive” for themselves – but in a way that would first remove any preconceived stigma or bias they might have for the brand.

Their genuine reactions during the test drive, and when the car brand is finally unveiled at the end, would substantiate Citroën’s claim of providing unrivalled comfort.

The entire process involved several executions: Masking of two Citroën models, setting up in-car cameras to capture our customers’ reactions, hiring Brand Ambassadors to approach potential test drivers, and setting up a microsite to share “The Most Comfortable Test Drive” activation online / socially.

The activation was conducted at two IKEA stores in Singapore over a period of two weeks. As IKEA had spacious carparks and pick-up areas, we were able to conduct our activation efforts without disrupting customers.

Prior to the activation, social media posts and our microsite hinted at free rides from IKEA, helping to garner interest. Throughout and post-campaign, we also uploaded short videos showcasing test drivers’ reactions to the Citroën Advanced Comfort® features – these were a form of advocacy to substantiate Citroën’s claim of unrivalled comfort.