While most cinematic advertising tends to take advertising campaigns to viewers in movie theatres, Cycle & Carriage (Singapore's biggest automotive group) and Citroen teamed up to organize a French drive-in movie event, using cinema to entice viewers to a more comprehensive campaign.
The campaign saw the screening of the famous French romantic comedy Hors de Prix (Priceless). The romantic drive-in movie event was held during Valentine's season, enabling couples to celebrate their relationship as well as the ten-year anniversary of the relationship between Cycle & Carriage and Citroen.
In addition to enjoying the movie, attendees were also given the opportunity to test-drive the Citroen C4 Cactus, C4 Picasso and Grand C4 Picasso, before indulging in a variety of savory and sweet French goodies.
This drive-in movie event deftly used the lure of cinema to attract attendees who could then be introduced to Cycle & Carriage and Citroen brand messaging.