{"id":10897,"date":"2022-05-02T19:14:44","date_gmt":"2022-05-02T22:14:44","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?post_type=cases&#038;p=10897"},"modified":"2024-09-26T11:02:00","modified_gmt":"2024-09-26T14:02:00","slug":"citroen","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/citroen\/","title":{"rendered":"CITRO\u00cbN"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1.png\" alt=\"\" class=\"wp-image-15469\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-02-1-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/705543090?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2.png\" alt=\"\" class=\"wp-image-15485\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-04-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/705543634?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">ESTRAT\u00c9GIA<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p>A investiga\u00e7\u00e3o do diagn\u00f3stico passou por entrevistas de&nbsp;&nbsp;profundidade com executivos da empresa, consumidores finais e&nbsp;concession\u00e1rios, an\u00e1lises de mercado e de concorr\u00eancia.&nbsp;No decorrer do processo, examinando os aprendizados,&nbsp;identificamos uma for\u00e7a \u00fanica da Citro\u00ebn desde sua concep\u00e7\u00e3o: a vis\u00e3o de&nbsp;Andr\u00e9 Citro\u00ebn. Vision\u00e1rio, h\u00e1 mais de 100 anos j\u00e1 enxergava a mobilidade&nbsp;urbana como meios de comunica\u00e7\u00e3o entre as pessoas e a sociedade.&nbsp;Al\u00e9m disso, como a marca de carros mais colecion\u00e1vel do mundo, a&nbsp;Citro\u00ebn alcan\u00e7ou esse status por seu design \u00fanico, sua hist\u00f3ria&nbsp;provocadora e por ser repleta de inova\u00e7\u00f5es. Uma Marca que n\u00e3o nasceu&nbsp;para ser comportada, mas, sim, para ser aut\u00eantica, com prop\u00f3sito de&nbsp;movimentar a originalidade.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Evolu\u00edmos diretrizes internas de produto que vinham para resolver&nbsp;as dores dos consumidores e criamos os quatro Cs, que comp\u00f5em a&nbsp;Proposta de Valor da Citro\u00ebn. Com atratividade no design e na fun\u00e7\u00e3o,&nbsp;jornada do pr\u00e9 ao p\u00f3s-venda, sistema inteligente de custo e presen\u00e7a em&nbsp;todos os lugares \u2013 inclusive os inusitados \u2013 chegamos a uma experi\u00eancia&nbsp;Cool, Comfort, Clever e Close to People.&nbsp;A partir do prop\u00f3sito e da hist\u00f3ria de Citro\u00ebn, desdobramos seu DNA&nbsp;e identificamos uma personalidade irreverente, criativa, sagaz e viva.&nbsp;Uma Marca cuja presen\u00e7a \u00e9 marcante e inesquec\u00edvel. Traduzimos esse&nbsp;DNA em um posicionamento que convida as pessoas a experimentarem a&nbsp;pr\u00f3pria originalidade.&nbsp;&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1.png\" alt=\"\" class=\"wp-image-15479\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/6-1-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/705916472?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"http:\/\/player.vimeo.com\/video\/705543770?background=true&amp;autoplay=1&amp;loop=1&amp;title=0&amp;byline=0&amp;portrait=0&amp;muted=1\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><script src=\"http:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2.png\" alt=\"\" class=\"wp-image-15497\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/7-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns bloco_texto_cases is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column bloco_texto_cases_1 is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading bloco_texto_cases_h3\">CRIA\u00c7\u00c3O<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column bloco_texto_cases_2 is-layout-flow wp-block-column-is-layout-flow\">\n<p>Globalmente, a marca passou por um rebranding, voltando \u00e0 suas&nbsp;&nbsp;origens e resgatando uma abordagem criativa e inovadora. Adaptamos ao&nbsp;Brasil elementos locais para suprir os desafios do pa\u00eds.&nbsp;Potencializamos essa mudan\u00e7a atrav\u00e9s de uma presen\u00e7a maior do&nbsp;vermelho e do branco, fortalecendo ainda mais a marca diante das&nbsp;pessoas. Criamos o Fant\u00e1stico Mundo de Citro\u00ebn: um universo estimulante&nbsp;de uma Marca original.<\/p>\n\n\n\n<p>O Chevron, que acompanha a hist\u00f3ria, ganhou vida tamb\u00e9m em&nbsp;grafismos. As fotografias em \u00e2ngulos inusitados destacam os carros e&nbsp;pessoas com irrever\u00eancia e criatividade.&nbsp;Constru\u00edmos um Universo Verbal que vem provocar a originalidade&nbsp;com bom humor, atitude, confian\u00e7a e entusiasmo. Com express\u00f5es como&nbsp;\u201cquem inventa moda, inventa a rota\u201d, \u201ccorremos do senso comum at\u00e9&nbsp;parados no tr\u00e2nsito\u201d, Citro\u00ebn vem fazer um convite: viver a vida \u00e0 la&nbsp;Citro\u00ebn.&nbsp;Um Universo Verbal e Visual poderoso que se constr\u00f3i a partir de&nbsp;uma hist\u00f3ria vision\u00e1ria.&nbsp;Num ambiente de concorr\u00eancia de marcas conservadoras, sem&nbsp;diferencia\u00e7\u00e3o e autocentrado, Citroen nasceu para ser irreverente e&nbsp;diferente, com uma experi\u00eancia emocionante e um design de parar o&nbsp;tr\u00e2nsito.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2.png\" alt=\"\" class=\"wp-image-15500\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-10-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2.png\" alt=\"\" class=\"wp-image-15498\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-13-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2.png\" alt=\"\" class=\"wp-image-15503\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-12-2-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3.png\" alt=\"\" class=\"wp-image-15492\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3.png 1920w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3-300x169.png 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3-1024x576.png 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3-768x432.png 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3-1536x864.png 1536w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2022\/05\/citroen_case-14-3-18x10.png 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div style=\"padding: 56.25% 0 0 0; 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