Campanha Citroën Race
Website for the dealership sales incentive campaign
- My role
- Art Direction · UI · Development
Campanha Citroën RaceContext
Race Citroën is a Citroën sales incentive campaign for dealership teams: sales consultants and managers, marketing/CRM and quality leads compete for 6 months, in 4 categories and 4 regions. I created the art direction, interface and development of the campaign website, including competitor registration.
Challenge
The campaign needed a single place to engage thousands of professionals spread across the stores: explain the rules and prizes in seconds, create a competitive atmosphere and register each participant with the correct profile, store and details, error-free and on time.
The website, section by section
The campaign page, from the top to the registration confirmation.
- 01 / 06
The top
"Start your engines! RACE CITROËN is about to begin." The campaign kickoff in rally language, with three shortcuts shaped like racing flags: Campaign, Registration and Rules.
- 02 / 06
The teaser
A rally video right below the top sets the competitive mood before the rules. The Citroën car in action acts as the invitation.
- 03 / 06
The campaign in numbers
6 months long, 96 monthly prizes and 48 final prizes, in big numbers on the brand red. In seconds, every salesperson understands what's at stake.
- 04 / 06
Competitor registration
The form was split into three blocks that open in sequence: profile (consultant, manager, marketing/CRM or quality), workplace (state, city, store and address) and personal details. The registration deadline appears right at the top.
- 05 / 06
Details, photo and consent
Fields are validated on the spot, with error messages in red, and competitors upload a profile photo. Acceptance of the terms and privacy policy comes before the "Register" button.
- 06 / 06
The confirmation
"Registration successful. Buckle up and get ready for the challenge of the year!" Even the final message keeps the campaign's racing tone.
Solution
A campaign website in rally language within Citroën's brand guidelines: a top with the three shortcuts, a video teaser, rules and prizes in big numbers and a step-by-step registration with validation, photo and confirmation in the same tone.
6 months
of campaign
96
monthly prizes in 4 categories and 4 regions
48
final prizes (1st, 2nd and 3rd place)
Visual System
Citroën red and black with rally elements (checkered flag, tire marks, dust and chevrons) to turn a sales campaign into a race, without leaving the brand guidelines.
Palette
Citroën Red
#E20612
Top shortcuts, campaign bar and buttons
Racing Black
#111111
Top, footer and rally elements
White
#FFFFFF
Registration form and text on red
Asphalt Gray
#6B6B6B
Background for loading states and messages
Takeaways
In an incentive campaign, the website is the starting line: if salespeople don't understand the prize in seconds and can't register on the first try, they don't join the race. Competitive language and a frictionless form are worth more than any visual effect.
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