Citroën Introduced its New C5 Aircross with Programmatic Outdoor Advertising and Taggify
- Brand
- Citroën
- Country
- Argentina
- Agency
- Stellantis
- Features
- 4
Citroën needed to introduce the new C5 Aircross to the Argentine market with meaningful reach beyond Buenos Aires: reaching seven provinces simultaneously while maintaining a consistent message and a strong presence near points of sale. The challenge was to coordinate a campaign at this scale without having to manage the planning screen by screen and province by province.
This is where programmatic makes a difference: it is not simply about adding more screens, but about having centralized control over broad coverage, making it easier to coordinate the campaign while maintaining message consistency across different locations.
For this campaign, Citroën partnered with the Stellantis agency and relied on the Taggify platform to develop its programmatic outdoor advertising strategy.
Forecast for Data-Driven Planning
In the technical planning of the campaign, Taggify's Forecast was used as a tool to understand the audience's outdoor context. This allowed for comparing the campaign plan with metrics such as estimated impressions for the period, reach, frequency, investment, and CPM, facilitating decision-making before activation.
Geographic Planning
Through Taggify's Metric geographic planning, Citroën identified the most relevant locations to present its new model. The brand selected seven provinces: Buenos Aires, Neuquén, Tucumán, San Juan, Santa Fe, Córdoba, and Mendoza, prioritizing screens located in high-traffic areas and near sales points.
Scale and Proximity in a Single Campaign
In total, the campaign featured 41 active screens in formats such as Billboards, Roadside, Interior Billboards, Street Furniture, Premium Interior Billboards, and Urban Panels.
Strategic Coverage
Thus, the strategy combined national scale with a presence close to dealerships, bringing the launch to places where the audience could find the new model.
A Strategic Launch Window
The campaign also took advantage of the right moment to go public. It was activated two months after the model's arrival in the country, allowing time for the entire dealership network to have available stock before installing the message in public spaces.
2,713,579 impacts in one month, distributed across seven Argentine provinces. The campaign demonstrates how programmatic out-of-home advertising enables large-scale campaigns to be coordinated from a single platform, combining data-driven planning, geographic intelligence, and scale to bring a product launch to the right places and strategic moments.
- 2,713,579 impacts
Citroën Introduced its New C5 Aircross with Programmatic Outdoor Advertising and Taggify
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