Partners creates UK launch campaign to promote Citroen C3

The Havas-owned Partners BDDH has unveiled its national launch campaign for Citroen's new supermini, the Citroen C3.

The C3's European TV launch is being co-ordinated by Euro RSCG Paris.

In January, PSA awarded Partners the £40 million UK Citroen business in a move out of Euro RSCG Wnek Gosper, also owned by Havas.

Running from mid-May, the press, poster and radio campaign will aim to demonstrate the car's style, space and green credentials. The ads' strapline, "La vie est belle", has been introduced to reflect the fresh character of the car.

One execution describes the early morning romance of walking through a quiet street in August. The copy reads: "3am, little black dress, avenue, August, bistro, single rose, barefoot."

Media planning and buying is by OMD UK. Although the media schedule has a broad target base, there will be specific activity to target mothers with young families. The press schedule includes all major newspapers. The campaign will also run in the specialist car titles What Car? and Car.

Will Awdry, the Partners creative director, said: "A car to fall in love with, our press work for the C3 adds a spirited and distinctive note to a TV launch from Europe."

The ads were written and art directed by Steve Nicholls and Matthew Anderson.