In Brazil, off-road is usually one of the most competitive categories and, to worsen this scenario, in 2015 the main Citroën’s competitors decided to raise their investments in off-road’s players. Due to that Citroën Aircross needed an engager campaign to reinforce its position in consumer’s mind.

In order to stand out the Citroën Aircross from their competitors we created an ad with the power to go beyond the traditional advertising forms. After that, the focus was finding an impactful way to be part of adventurer’s behaviour. As a creative solution we sent a special mailing to subscribers of Go Outside Mailing: The Isotonic Ad. An ad that helps adventurers when they need it the most: when they get tired. Printed on soluble paper, with nutritional value of an isotonic drink and minerals to avoid the dehydration, this is the first ad that readers can actually drink. Consequently, we called people’s attention with an innovative campaign and made them to know that with Citroën Aircross the adventure never stops.

Despite the low cost of production, the campaign presented excellent results. The number of shares on social networks about Citroën increased 21% compared to the average of the preview year. The number of likes on Citroën fan page on Facebook in Citroën Aircross’s target increased 18%, the best result of Citroën in only one month. Besides, the number of test drive appointments for the Citroën Aircross increased 13% during the campaign.