For the launch of New Citroën C5 Aircross SUV in France, Citroën, in a world first, is introducing a unique 100% mobile experience on Facebook Messenger. The Brand has created an augmented-reality vehicle configurator on Messenger, enabling users to shape a model in their own image with the main customization components, including the body color, roof color, interiors, and wheels.
Back in 2015, the Brand was the first carmaker in France to use Facebook Immersive Canvas technology with Citroën E-MEHARI, and again in November 2016 with Citroën C3.
This time, Citroën has chosen Facebook Messenger, Facebook’s instant messaging system and the most used app in France with 27 million active monthly users. With New C5 Aircross SUV, Citroën, in a world first, is introducing a unique 100% mobile experience on Facebook Messenger by integrating an augmented-reality car configurator.
The configurator is accessible on a smartphone via Facebook Messenger at the following address: www.m.me/SUVC5Aircross. Users click on the Start button to access Citroën France’s Facebook Messenger app, where they can start to configure their model. The app activates the user’s smartphone camera, providing a 360° view of both the exterior and interior of New C5 Aircross SUV in the setting of their choice. Through the immersive experience, users get to discover the smallest details of their model and configure it to their liking: outside, by choosing the body paint, two-tone roof color, opening roof option, wheel rims, and Color Pack; inside, by selecting the interior design scheme. The augmented-reality configurator showcases the Shine version of New C5 Aircross SUV offering up to 540 possible customization combinations.
Once the configuration is complete, a customization code is generated, with the user receiving a recap file of their desired model directly in the Messenger conversation. This file details the user’s choices on body color, roof color, wheel rims, Color Pack, interior design scheme and opening roof (or not). They can also talk about the vehicle, its price and its technical characteristics with the chatbot. They can then share their configuration on Facebook, book a test drive of the model at the Citroën dealership of their choice, request a sales offer or find out more about the car.
Laurence Hansen, Marketing Director, Citroën France: “It is essential to us to bring new and ever more innovative experiences to the users engaging in our Brand in the social networks. And so for the launch of New Citroën C5 Aircross SUV, we worked with Facebook and Atomic Digital Design agency so as to be the first to launch an augmented-reality configurator on Messenger. In addition to the innovation and virality of the initiative, it is a real drive-to-store resource aimed at boosting test drives of the vehicle at our dealerships.”
Gilles Maillet, Director of the Automotive Division, Facebook: “Citroën is the world’s first carmaker to propose the complete configuration of New Citroën C5 Aircross SUV in augmented reality on a Messenger bot. Innovation is part of Citroën’s DNA. The Brand has successfully adapted its communication to today’s behavior by transforming the key step of configuration into a fun, immersive and mobile experience. The Facebook teams worked closely with Citroën and their partners, The ChatbotFactory and Atomic Digital Design, to bring this innovative project to life.”