Citroën Ami

A Friend For On The Road.

Citroën wanted to bring a brand new car into the market. The car is named the Ami. It is a small car, only 2,41 meters long. That means that it is specifically made for two people. But it is an electric car and quite cheap for what you get. And as cherry on top, you do not actually need a drivers license to drive in this car. You need the same license you need to drive a moped.

For our assignment we had to come up with a strong concept and a campaign. Within that campaign there had to be a strong mechanism to let the target audience take a test drive.

We came up with the concept: Weird Parking. We came up with this concept because we realized that an Ami can be parked in many more and other parking spots than a regular car.

The Citroën Ami

We are going to show you that you can park anywhere with an Ami by daring people to send us pictures of the weirdest parking spots they can think of. Because with an Ami you can actually park in those weird places.

There is going to be a video from Citroën on TikTok and Instagram. In the video we will show a few weird parking spots and we will challenge the audience to find similar parking spots for the Ami. They must make a video or a post of this weird spot and tag Citroën in it. They will also have to use the hashtag #WeirdParkingspotters. The best and/or weirdest parking spot will have a chance to win a Citroën Ami.

To help people find the best and weirdest parking spots, they will get a tape measure, which will be exactly 2,41 meters long. The exact measurements of an Ami. People can pick these up where the Ami is sold. We will also hand them out, like free samples, at schools.

Citroën will choose an amount of parking spots that they think are the best. The people who found those parking spots will receive a visit from Citroën. We will give them the keys and dare them to park the Ami in the parking spot they sent in. If they succeed, they win their very own Ami.

We will have an online parking map specifically for the Ami. When you park in a weird spot, you can add your very own weird spot to the map. This way other Ami drivers can park there as well.