We created virtual Citroen DS5 test drive experiences online, with real people at the wheel. We recruited fans from Citroën’s Facebook page to take part in luxury road trips through the French Riviera and create real-life reviews of the DS5 experience. Sweeping coastal roads, fine wines, top hotels. Refined, inspiring experiences to mirror the car’s credentials.

Every second was recorded – the good and the bad. We made thirteen inspiring videos, which we distributed online, pinpointing the places where people research cars. Every video was instantly shareable and directed viewers to more content on Citroen’s site.

A new video was released every three days, to keep the content fresh.

We partnered with online publishers to target people by demographic and by behaviour – to maximise impact and ensure we told a rich story to every individual.

And signing up to a real life test drive was only ever a single click away.

Over two million people viewed our films. That’s seven times greater engagement than for previous Citroën models.

We amassed a total of over 47 thousand hours of viewing.

Citroën being talked about on Facebook increased by 350%.

Click-through rates to the films were three times higher than benchmark.

Tres bon!

And this massive engagement resulted in a breakthrough for Citroën. Interest in the DS5 was 60% higher than we’d ever experienced for previous models and more people asked to test drive this Citroën DS model than ever before.