In an attempt to convey the French car giant's foundations in "style, innovation and technology", the campaign requires readers to fold specific pages of the quality newspaper to create Citroën's message and reveal its strapline ‘Creative Technology'
The print marketing campaign, exclusive to The Daily Telegraph, has been designed by Omnicom's OMD, and will be accompanied by ads in TV and full-page traditional colour ads in every national and Sunday newspaper.
In addition to what is being touted as a "media first" within The Daily Telegraph, there will be corresponding digital ads on Telegraph.co.uk. Users of the website will be able to click on a branded page peel, which rolls back to expose an origami-like fold-up of the web pages themselves and the new Citroën brand identity.
Ian Hughes, marketing director of Citroën UK, called the Telegraph execution "evidence of our reinvention" that allows the company to demonstrate "creative technologie".
The creative was handled by Telegraph Media Group's Create division.
Founded in Paris in 1919 by André Citroën, Citroën can claim to be the world's first mass-produced car company based outside North America.
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