Citroën raids LinkedIn for mailshot

Citroën has delved deep into its target audience’s LinkedIn profiles for a new campaign targeting the fleet market which aims to change perceptions of the brand.
The campaign, devised by CMW, features a letter and a bottle of Chateauneuf-du- Pape being sent to each recipient, congratulating them on getting a new job. However, the new job referred to is in fact a previous one they had held, gleaned from the information on LinkedIn.
Inside the box, the personalised letter explains: “You’ve moved on in the past few years and so have we.”
Citroën fleet marketing manager Mark Lynch explains that the campaign is designed to remind fleet managers how “the Citroën brand has changed remarkably over the past five years,” and to “ask them to re-appraise the brand in a charming and unique way.
He added: “The line ‘you’ve moved on in the past few years and so have we’ is a charming way to get people to reflect on their own success and ours.”
CMW chief executive Liz Wilson added: “We set out to create a data-driven campaign that challenges our audience thanks to a genuine insight into their lives, not just their behaviour, and prompts them to think again about the Citroën brand.”
Earlier this year, Citroën extended its UK relationship with CMW, which was first appointed four years ago, by handing the agency all of its CRM activity for both used cars and business customers.