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The new Airdream programme aims to promote the company's pro-active approach to the environmental impact of its LCV range.  The Airdream logo is designed to represent a promise that the car carrying it fulfils three key ‘green' criteria, to include low CO₂ emission and a diesel particulate regenerating filter system to significantly reduce particulate emissions. The range of vehicles is also designed to be 95% recoverable, both by recycling and energy recovery, at the end of life. 

The strap line of the campaign, ‘Being greener doesn't need to be expensive,' focuses on the notion that small, inexpensive gestures or changes in lifestyle can make a large cumulative difference to the environment. 

Citroën will punctuate their campaign with other environmentally-friendly suggestions to include: switch to using energy-efficient light bulbs; unplug your mobile phone charger when not in use; and hang clothes to dry rather than tumble dry them.  The campaign also advises consumers to ‘drive a low CO₂ car.'

 Citroën asserts that ‘If every car sold in the UK was a Citroën C1 HDi, CO₂ emissions would be reduced by a third.' Airdream will be publicised by press executions, and video MPUs strategically placed on sympathetically green websites, directing viewers to their mass site, citroen.co.uk/airdream.

 Citroën plan to increase the number of their cars manufactured that produce less than 120g/km CO­₂, aiming to raise the current standing of 24 models to 30 by the turn of the year.

 The controversial ‘Unmistakably German, made in France' strategy broke in April as part of citroën's attempt to challenge German marques such as Audi and Valkswagen in the upper-mid car market.