Citroën is continuing its electric offensive in 2020 in the territory of compact hatchbacks with New ë-C4 – 100% electric and New C4. This launch constitutes a new chapter in the history of compact hatchbacks which began in 1928.
This completely new generation compact hatchback shakes up the codes of the segment. It adds all the Citroën identity with a 100% electric, petrol or Diesel engine and a silhouette that breaks the codes. The Citroën Advanced Comfort® program, amplified by the ë-Comfort of the electric version, provides the car with exceptional comfort.
The launch campaign for the new Citroën C4 is first and foremost a sound identity: Oh Happy Day. It will be the anthem of the new global advertising campaign orchestrated by Traction (BETC Group). This anthem reminds us of the emotions that the Citroën Brand have aroused in people’s hearts for over 100 years: freedom, passion and joie de vivre.
« Happy Day » is directed by Thierry Poiraud (Insurrection), who had already accompanied Citroën in the visit of its heritage for the Brand film « L’autostoppeur », launched in 2019 to celebrate the 100 years of the Brand.
The advertising campaign illustrates a New C4 crossing the key eras of Citroën hatchbacks, happy moments of mobility and freedom engraved in the collective imagination. Around the Brand’s iconic compact hatchbacks, witnesses start singing « Oh Happy Day » as New C4, which is also available in 100% ëlectric, goes by, opens the way to the future. The campaign is signed: New Citroën C4, Opën the way.
New C4 and New ë-C4 – 100% electric draw on Citroën’s rich and long experience in the compact hatchback segment with nearly 12 500 000 compact cars sold in 92 years: the very first generation of C4 in 1928, Ami 6 and Ami 8, GS and GSA, BX, ZX, Xsara, C4 (2004 and 2010 generations) and C4 Cactus.
This global film is aired on social media on September 9. It complements the global and international plan orchestrated by Traction for the launch of the vehicle. Just like the movie « Oh La La! » aired on September 2, « Happy Day » revisits the Brand’s hatchback heritage. These two films are a celebration of Citroën hatchbacks past and future. So where “Oh La La! » celebrates Citroën hatchbacks on a more personal and emotional level through its iconic GS, « Happy Day » retraces their history throughout the eras.
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