Citroën introduces the Wintercheck; a free check to protect your car against winter. Usually people prepare for winter by putting on a warm coat and gloves. So why not do the exact same thing for your car?

We created a huge Nordic sweater: for your Citroën. As part of the campaign we randomly ‘dressed’ Citroën cars throughout The Netherlands and surprised several owners with the sweater. Owners and passers by started to take pictures, posted tweets and shared it with others. Car, lifestyle and advertising blogs followed quickly and published about it, both locally and internationally. Thousands of Citroën owners visited the Citroën Wintercheck and we reached Citroën owners in different ways than standard advertising does. At the end of the campaign our sweater was even asked to feature in an exposition about knitting in Dutch museum ‘Twentse Welle’.

At various places on the street we put the sweater on real Citroën cars, without the owners knowing. Upon return, the car owners discovered that their car was covered in the sweater and made pictures, just as passers by. These pictures and films where shared online. The reactions of the public were used in a viral. This PR campaign generated a lot of from local and international press. We also used more traditional ways to make sure Citroën owners dropped by their dealer to have their car checked by using radio and DM.

As part of the campaign we randomly ‘dressed’ Citroën cars throughout The Netherlands and surprised several owners with the sweater. Owners and passers by started to take pictures, posted tweets and shared it with others. Car, lifestyle and advertising blogs followed quickly and published about it, both local and international.

Thousands of Citroën owners visited the Citroën Wintercheck and we reached Citroën owners in different ways than standard advertising does. At the end of the campaign our sweater was even asked to feature in an exposition about knitting in Dutch museum ‘Twentse Welle’.