One of the great things about vans is that they are made to withstand wear and tear, which is one of the reasons why they are used for logistical purposes as well as in the construction industry. However, it now seems that Citroen are planning on marketing their commercial vehicles to a new demographic as they have recently teamed up with the Discovery Network in order to have a range of their vehicles advertised between their programmes.
Starting on the 21st of May, the Nemo, Berlingo, Dispatch and Rely will all feature in eighty second indents during each hour of programming on the Discovery Channel, Discovery Science and Discovery History. The indents will feature as openers, closers and break bumpers between the documentaries features on all three channels, and in return Citroen is sponsoring over 235 hours of programming each month across all three channels.
Discussing the deal, Citroën’s marketing manager for fleet, business & commercial vehicles, Mark Lynch, said: “Citroën is always looking for original ways to promote our LCV range and to reach a wider van buying audience, including key small business owners. With this latest campaign we have adopted an innovative creative route, using characters that might be found in documentaries, taking them out of their natural environment and putting them into a Citroën showroom. These characters then explore the features and benefits of Citroën van models in a way that will catch the imagination of potential buyers.”
Citroens new marketing campaign will not only feature on the Discovery television channels, but also includes a co-branded microsite, promotions in Discovery’s newsletter and three competitions which will feature both on air and on Discovery’s social media sites. Furthermore, Discovery will also be promoting taking test drives of the Citroen vans on their digital hub, which will promote interest as well as the competitions.
As the commercial vehicles market is going through a tough time right now it’s important that manufacturers think of new ways to entice customers into buying their vans. Teaming up with other companies such as commercial vehicle insurers, dealerships, or even other television channels may be a good way to achieve this; however it could mean paying out a substantial amount of money. It will be interesting to see how successful Citroens campaign will be over the next few months, and whether they achieve a return on investment for this project.