In an attempt to connect UK customers and car buyers with DS line dealers, Citroen has created a revolutionary smartphone app.
The car maker has relied on interactive digital watermarking to launch its latest direct marketing campaign.
Potential buyers will each receive an interactive mailer, which will include a dealer’s details plus invisible digital watermarks for the DS3, DS4 and DS5.
As the manufacturer claims, this is the first time interactive digital watermarking is used “with such extensive levels of personalisation”. Specifically, it has 576 individual watermarks on 192 versions of the mailer.
‘Digital Space’ app
This technology will work in conjunction with an app for smartphones. With these two features, Citroën aims to target up to 2,000 customers.
Once customers have downloaded the ‘Digital Space’ app, they will be able to scan the digital watermarks embedded in the images on the mailer. As Citroën UK explained, “a dealer personalised phone app is shown to the customer upon scanning the image. This will help drive leads and traffic direct to the relevant retailer for each client.”
James McIntosh, Director at Digital Space, said they were delighted to be involved with Citroën in such a high quality campaign and offer their expertise in bridging the gap between offline and the mobile web.
“We delivered a solution that enables the consumer to access mobile content directly from the creative piece, with clearly defined and measured calls to action.”
Thanks to this smartphone app, customers will be able to view nine images and three videos for each of the DS line models as well as local dealer’s full address.
In addition, it will also give UK customers the chance to perform other actions. These include making a call to their dealer, requesting a brochure, requesting a call back, booking a test drive or expressing an interest in a ‘DS Discovery Day’.
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