The year 2014 was marked by the continuous increase of competition between car manufacturers of off-road models. And in this scenario Citroën needed to find an efficient and remarkable way to increase loyalty with current Aircross consumers and raise desire in prospect consumers. In order to do this, the brand decided to prove that the Aircross is the perfect off-road vehicle and further help its consumers in their adventures, creating an item that, like the Aircross, comes equipped with everything needed for an adventure: a switchblade with a lot of tools and a copy of their Aircross key inside.

Considering the increase of competition between car manufacturers of off-road models in 2014, the Wild Key was very important to the improvement and position of the Aircross image as the perfect off-road inside its target’s mind. The marketing plan was created using a detailed Citroën sales database, that contained all the Aircross sales made during the project all over Brazil, in order to help the logistics and the delivery of all the switchblades, with the right key and color, all over the country. After having purchased the Aircross, we produced the custom switchblade and delivered it at the consumer’s home to make a surprise. The project lasted three months of 2014 (September, October and November) and, according to the original plan, all the consumers involved in the project (100%) received the Aircross switchblade and generated kind interactions at Citroën social channels.

The Wild Key was extremely important to the image of Citroën and the Aircross, because generated an extraordinary loyalty increase that made our consumers more engaged and aligned with the product and the brand positioning. The project also generated a 10% raise in the Fidélité database (an exclusive club for the Citroën consumers that offers a lot of benefits for them), a 3% raise in buzz and sharing on the brand’s social channels (of a 3,8 million fan base) and an overall raise in positive interactions that boosted the Citroën brand equity. The idea even further helped Citroën to place the Aircross as the perfect off-road inside its target’s mind, and helped its consumers even more in their adventures. All the consumers involved in the project (100%) received the Aircross switchblade and generated kind interactions at Citroën social channels.