P.S. I LOVE YOU
The idea was to turn this simple partnership between car brand and distributor into a narrative in which we could infuse drama, suspense, and lots of car shots. So what we did was to tell a story of a Frenchman and the girl who receives his letters by mistake.
But how would we keep consumers on the edge of their seats with this (P)arisian-(S)ingaporean ‘I Love You’ story of sorts?
BY creating a CAMPAIGN with UNEXPECTED turns.
TO celebrate THE 10-YEAR PARTNERSHIP BETWEEN Citroën AND CYCLE & CARRIAGE singapore, we didn’t settle for a basic print campaign that would squander away the limited budget on media spend alone.
we constantly engaged the consumers and brought the clients amazing roi in a surprising twist.
P.S. the campaign would contain three phases
Despite a low budget, we stretched our dollar by getting friends in the industry to help with realising the various parts of the campaign. Be it film production, location, actors, we are indebted to amazing folks. Yup. Had to address the money bit first.
This move-themed campaign was executed in three phases, so that there would be enough time to tell the story and create the drama. What’s interesting is that each phase is docked in a specific discipline or channel. As a gist, here’s the film done as a trailer to give an idea of what the story is.
P.S. PHASE 1 WAS ALL DIRECT MAILERS
PHASE 1: DIRECT MAILERS
This was the teaser phase. We started the campaign by sending unbranded love letters to over 300,000 Singaporean households from a real Parisian address.
Three batches were sent out, written with increasing urgency and hinted of a big meeting that was to come between a Parisian and Singaporean.
The first bit of earned media trickled in when the public started posting about it over social media.
P.S. PHASE 2 WAS ALL DIGITAL
PHASE 2: WEBSITE / INSTAGRAM / DIGITAL FILM
We then revealed that it was Citroën and Cycle & Carriage behind the direct mailer stunt.
To amplify this, we created a microsite to serve as a repository of campaign collaterals and further engage the public with an Instagram contest/
The website would also be where consumers could register for tickets to the main event which was a drive-in movie experience.
The digital film (as shown above) served to drive traffic to the website.
P.S. PHASE 3 WAS ALL physical (and aural)
PHASE 3: EVENT / POINT-OF-SALE / RADIO
The campaign culminated in a drive-in movie event on the eve of Valentine's Day, serving as a grand finale.
The event became an experience for the public as they test drove or watched a French film in the comfort of the Cactus, Picasso, or Grand Picasso.
Class95 provided the hosting of the event and roving reports.
The event was complemented by key visuals (mimicking movie posters) to promote the cars. These visuals were eventually made into postcards, posters, and were featured in print.
RESULTS
Despite the time crunch and the budget constraints, we churned out amazing ROI for the clients by generating:
more than S$543,000 worth of pr value
5 times increase in showroom visits
5 times increase in web traffic
400% oversubscription of event with all registration slots filled in one day, before paid media kicked in
more than 262,000 video views of the trailer (nearly 40,000 times the next most popular Citroën Singapore video)