Citroën Supertrades

Targeting owners and drivers of commercial vans, Citroën wanted campaign content which would position its Berlingo and Dispatch models as the essential ‘sidekick’ for tradespeople. In response, we created Citroën Supertrades.

A six episode series hosted via the On The Tools (OTT) Facebook community, the format pitted rival tradespeople against one another in a series of challenges. Crucially, each tradesperson was paired with a Dispatch or Berlingo, fulfilling the ‘sidekick’ role without overwhelming the fun, shareable nature of the content.

Based on data gathered from the OTT audience before and after content distribution, we were able to clearly map the impact of the campaign:

• Citroën jumped from 7th to 3rd place for brand consideration when next in-market

• 85% said exposure to the campaign made them more likely to buy a Citroën van in future

• 82% of exposed viewers recognised Citroën as the key focus of the content

With over 3.5million total views, a reach of 6.2million and over 3,000 swipe ups, Supertrades remains one of OTT’s most successful sponsored series.