For our client Citroën, the French car brand, the task was to adapt the perception of the brand in China to the global image, thus creating a new place for Citroën in the market.
If Citroen is an iconic name in Europe - one synonymous with French culture - its position in China is less established.
To strengthen its positioning in China, the brand briefed Uniplan to develop an innovative pop-up concept. With young people as their target audience, they wanted to establish more brand awareness and endeavour to align Citroen, in Chinese consumers’ minds, with all that is chic, elegant, fun and romantic about French culture.
What We Did
With clear instruction to position Citroen in China as a symbol of French qualities including modernity, fashionability and good design, we developed a Pop-Up concept that went beyond the product to create an immersive brand experience. The aim was for consumers to connect with the heritage and culture of Citroen. While the Ami was showcased, it was part of the universe, not the sole focus.