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    The client

    Citroën Contract Motoring (CCM) are specialists in
    business vehicle funding and are the largest fleet
    operator in Europe.

    The business serves the full spectrum of business
    vehicle owners from small owner managed through
    to large corporates.

    Citroën Vans offer an award-winning, competitively
    priced commercial vehicle. Clients benefit from low
    fixed costs, tailored maintenance and service plans,
    with and an excellent range

    The challenge

    Citroën van sales were not increasing as they
    had been in previous years.

    The fleet marketplace was becoming even more
    competitive with decision-makers being courted
    by up to five different suppliers at the time
    of contract renewal. Citroën knew their offering
    was strong both in terms of product and price
    but were not getting in front of enough of the
    right people at the right time.

    The solution

    Through in-depth research of the target market and individual decision-makers, Really B2B
    found that drivers don’t want to think about what’s included within their vehicle.

    They just want it to provide all the core benefits they have come to expect. To them, all
    the added-value of driving a Citroën van “goes without saying” or translated into a campaign big idea
    is… “standard”. With a Citroën van, so much more comes as standard. This idea and approach
    conveyed the message of value and highlighted that fleet directors
    could get a better vehicle without the higher price tag.

    Target audience

    Fleet directors and
    managers within large

    Communication channels

    The Creative

    Campaign Results

    Campaign Results