Bumpboards
Citroën · 2025
3 awards: Cannes · London International Awards · Clio Awards
Strategic insight
Rural drivers don't need flashy innovation—they need solutions to everyday hazards. By treating advertising budget as community investment, Citroën rebuilt trust with an alienated core audience through tangible action, not messaging.
The Format
A functional speed bump replaces billboards as the advertising medium itself. The format demands drivers engage with the brand daily through a safety benefit, turning infrastructure into earned media that solves municipal budget constraints and delivers messaging through use, not observation.
Business Result
Brand preference lifted 19% in rural markets post-campaign. Over 1,000 applications from municipalities secured twelve installations by year-end. Citroën locked five years of advertising budget allocation tied to the program's continuation.
