Winner: Citroen C3 ‘Wash Me If You Can’
Produced by: The H Agency
Highly commended: Nissan Juke microsite
Highly commended: Vee24.com
THE Special Achievement of the Year Eward is handed to a website, web-based product or digital project connected to the motor trade that judges feel has achieved something remarkable.
This year the winner was hard to pick. Some of our experts struggled to find a site that really deserved the Eward – with one even abstaining from nominating a site altogether. The sites that were nominated created some interesting debate, but the winner, by just one point was Citroen’s C3 Wash Me If You Can.
Buried away on the Citroen homepage is this interactive advert that aims to highlight the C3’s panoramic windscreen. Featuring four very different characters, it showcases each personality’s unique way of washing the Citroen’s glass.
Although all the judges agreed it was slightly mad, it was the way it kept users on the site for long periods of time that really impressed. Citroen revealed that in just a month 290,000 people interacted with it, 384 bloggers wrote about it and it was mentioned in countless tweets.
Jules Tilstone, Citroen UK marketing director, said: ‘The production of content that engages a wide web audience and leverages the growing use of social media, rather than purely reaching in-market car buyers has been a key focus for us in 2010.
‘The new C3 Screenwash campaign was created centrally by our Paris team and is a fantastic, fun and engaging way of demonstrating the panoramic windscreen that is available on the new C3.
‘Such content will play an important part in our ongoing approach to online. We wish to thank Car Dealer for this recognition.
‘Awards like this mean a lot to us and the dealer network.’
GREAT use of interactive video in a bright, lively fun way make this a clear winner. It is hard to start this little application without running it again and again.
The beauty is in the simplicity and the tongue-in-cheek approach, but the real winner is the way it engages visitors to the site and gives you an impression of a brand you want to get close to, without over complicating things. Try it and you will keep coming back for more!