68% of the Irish population suffer from back pain. If you do the sums that’s over 2.5 million adults who have to adjust their daily lives to deal with it. One daily task made more difficult with back pain is driving – particularly over long distances. This is where Citroen come in. Their famous “Advanced Comfort Programme” includes seats with a specially formulated layer of cushioning, designed to improve posture and lumbar support while driving.
This is the basis of this new campaign for the legendary French car maker that went live on radio, Out of Home and online video across the country recently. The campaign was created and produced by the innovative advertising agency – Bloom.
“Comfort is a key part of our brand promise” says Trevor Hunt, Citroen Head of Marketing “it’s always been at the core of everything we do, from our patented ‘Progressive Hydraulic Cushion Suspension’ to the leg room inside the car. We have been putting this key brand feature to the test in a series of campaigns developed by our agency Bloom. For this one we asked the basic question “who does comfort really matter to?”
“When Bloom came to us with number of people who suffer from back pain, it was a no brainer” says Cathal Lanigan, Senior Marketing Executive at Citroen. “In this case Citroen has got your back”
“We want to grow brand consideration” says David Quinn, Business Director of Bloom. “We want people who suffer with back pain to consider a Citroen for their next car because of these amazing features. Not only do we want the people who suffer from back pain to consider a Citroen we also want the people around them, such as their family and friends to consider it too. And then we want them to go for a test drive and see for themselves.”
