Brand Slam: Land Rover vs. Citroën

In this month's Brand Slam we compare the experiential activity of two automotive giants: Land Rover and Citroën.

We pitch Land Rover and Citroën against each other in this month's Brand Slam
We pitch Land Rover and Citroën against each other in this month's Brand Slam

Land Rover

Event structure:

Land Rover has worked with a number of external agencies over the past year, including Imagination, LIDA, Ashfield Meetings & Events, FP Creative and RKCR/Y&R. The brand’s general manager for global events, Amanda Chick - who featured in this year's Event 100 Club - is responsible for all global retailer launches, customer events, corporate events and the activation for global sponsorship properties such as the Rugby World Cup.

Social footprint:

@LandRover_UK has 153k followers, while the Land Rover Facebook page has more than 11 million likes. The brand has just over 30k subscribers to its YouTube account and 29.9k followers on its Instagram account.

Recent campaigns:

Land Rover was very active during the Rugby World Cup this year, due to its sponsorship of the tournament. The brand aimed to focus its efforts on grassroots rugby with its #WeDealInReal campaign. The global campaign saw the stories of 11 amateur rugby clubs from around the world told on Land Rover’s global website. The brand also toured the trophy around the country in its bespoke Rugby World Cup Defender, and unveiled two Catch sculptures - created with the help of rugby legend Lawrence Dallaglio - at the Twickenham and Cardiff stadiums.

The brand also devised activity ahead of the launch of its new Range Rover Evoque Convertible car in November. This included a collection of coloured wireframe sculptures which were placed outside prestigious London locations such as Harrods, and the use of projection artwork to create a giant sun over the top of one the new cars, parked outside the Central Saint Martins building in Granary Square, King’s Cross

Latest campaign:

Just before Christmas the brand sent a one-off Land Rover Defender taxi out onto the streets on London, as part of its work on a commemorative film about the iconic model. The modified vehicle, which looked similar to a black cab, toured around the capital surprising passers-by.


Event structure:

The Citroën event team is headed up communications, events and partnership director, Andrew Didlick. Neville Staines is Citroën/DS’ national events manager, while the brand has worked with the likes of agency Crown BC on its Goodwood Festival of Speed activation, and N2O.

Social footprint:

@CitroenUK has 39.7k followers on Twitter, while its Facebook page has more than nine million likes. Its YouTube account has 4.1k subscribers, and 2.8k followers on Instagram.

Recent campaigns:

In September 2015, Citroën offered consumers the chance to embark on a beach and breakfast-style test drive of its Cactus M concept car. Interested individuals could apply to take part with one lucky applicant getting the chance to travel to Portugal with a friend to experience the car. It featured a built in tent for two, and came complete with surfboards, bicycles, marshmallows, barbecue, and a ukele.

The brand was also present at Goodwood Festival of Speed in June with its #myairbump activation. It featured displays from gymnasts throughout the day, while visitors were also able to jump on the mini trampolines and have their photo taken by a brand representative.

Latest campaign:

On Saturday (9 January) Citroën installed a giant branded 'footpool' table at Arsenal’s Emirates Stadium, in order to showcase its Airbump technology. Visitors to the stadium could try their luck at sinking coloured footballs into the pockets, with the technology used to help the balls achieve their maximum bounce.

Citroën also activated at The Clothes Show in early December as part of its sponsorship of the event. The brand offered attendees the chance to be ‘papped’ by a professional photographer alongside its new C1 car in a colour of their choice. They could then choose their favourite picture to appear on the cover of Citroën’s virtual C1 magazine, with a virtual copy sent to them so that they could share their cover image with friends.


Event says… a very tough one to call. Land Rover has produced some great visual stunts, however Citroën just tips the balance when it comes to interaction.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @Georgi_Gyton

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs