CAMPAIGN OF THE MONTH: Citroën drives digital DM

Citroën launched a digital DM campaign using a combination of apps and print to target dealers at a local level. Gemma Huckle reports

French vehicle manufacturer, Citroën initiated an interactive direct mail and smartphone marketing campaign to raise awareness of its DS brand to its dealers and customers.

In previous campaigns, the company experienced low levels of monitoring success when launching a new model. It was therefore keen to increase campaign visibility and boost its ability to track dealer marketing material. To address this, Citroën launched a digital DM campaign with watermark and app technology to track user interaction.