John Lennon (an icon from the 60’s and 70's) explains that we don’t have to think about the past, and encourage us to live in the present. This, and the Citroën DS3, illustrate the “anti retro” concept; it’s not a vintage car.

THE INSIGHT:The world of Superminis is dominated by brands which have resurrected icons from the past. Citroën DS3 is a product which borrows its name from the iconic 1950s Citroën DS but which associates it with an innovative and modern car symbolised by the number 3. Citroën DS3 is glamorous, maverick, individualistic and clearly refutes the past.

RESULTS :In March 2010, the new Citroën DS3 was launched and found success immediately, with 6,000 sales in France.With the publication of video-in-print on April 2nd, the pace accelerated: the sales of the Citroën DS3 reached 110% of the sales objectives during the first week of April.Nothing can stop the ANTI RETRO move, which also fascinates editorials such as TV, radio press and Internet.With 74 publications (Internet: 33 – Press: 16 – TV: 5 – Radio: 5) talking about the video-in-print between the eve of its publication and April 10th, Citroën created a real buzz and reached its goal: being creative.