Citroën ran a branding campaign on Yahoo! to raise awareness of the new Citroën C2 VTS amongst men. It was so successful that Citroën booked their next campaign, for the Citroën C4, with Yahoo!.Introduction The automotive market has undergone major changes in the last ten years that have affected consumer purchasing habits and altered the way that manufacturers think about marketing their products. New car models are being launched much more frequently, supported by a proliferation of purchase incentives and a growth in alternative routes to market, over and above traditional forecourt sales. This has created a highly competitive market where it is imperative to achieve cutthrough and communicate the campaign message effectively. Cars and the Internet With the penetration of broadband rocketing, consumers are spending longer online, such that the internet now accounts for 20% of media consumption time. Consumers are turning to the internet to save time, kill time and get the information that they need. The internet allows them to follow their sports and hobbies, enjoy high quality music and video on demand and engage in other lifestyle experiences. A manufacturer can tap into this desirable audience and position their brand within these positive lifestyle environments, enhancing their brand image an…

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