PARIS, FRANCE – In a campaign that redefines what it means to own the road, Citroën and BETC Paris are transforming France’s outdated infrastructure into a statement – one bump at a time. Dubbed the Bumpboards initiative, the campaign tackles a uniquely French dilemma: a staggering 450,000 speed bumps dotting the country, most of which are deemed non-compliant or outright illegal. Slippery when wet and banned since 2009, rubber speed bumps are still haunting small towns and villages.
Instead of investing in more traditional OOH formats, Citroën has decided to put their ads on the ground. With funding sourced entirely from their advertising budget, the automaker is offering municipalities across France the chance to swap hazardous humps for sleek, Citroën-branded alternatives that meet safety standards and double as road safe media placements.
More than a quirky ad gimmick, the initiative aims to serve a deeper purpose by saving lives by improving road safety. And with costs comparable to erecting a temporary billboard, the idea makes smart business and social sense.
“Back in 1919, our founder, André Citroen, already believed that car brands should improve the safety of their countries’ roads,” said Federico Goyret, Chief Marketing Officer of Citroën France. “So instead of putting another ad right by the road, we decided to put the ad right on it.”
“This initiative represents advertising that goes far beyond promotion to serve a very real purpose,” explained Stéphane Xiberras, President and CCO at BETC Paris. “Instead of simply telling people about Citroën’s commitment to road safety, the brand is demonstrating it through direct action – and making French roads safer for everyone in the process.”
The campaign echoes Citroën’s long-standing legacy of being more than just a car brand. From helping rural France shift from carts to cars post-WWII, to innovating in electric mobility today, the brand has remained deeply embedded in the cultural and civic landscape of the country. Today, over 75% of French citizens hold a positive image of Citroën – and it’s easy to see why.
Now, every village across France has a chance to be part of this bold initiative. Applications are open via citroen.fr/univers-citroen/bumpboards.html, with Citroën reviewing requests based on feasibility and impact.