Citygo is resourceful

In a society in search of meaning and practical solutions to lighten our daily lives, second-hand and second-hand shops are on a roll. A veritable Ali Baba’s cave for young urbanites, they embody an alternative model: economic, ecological and social.

For its part, Citygo, an urban car-sharing application, shares the same values: a sustainable economic model, a desire to create social links and to raise awareness of environmentally-friendly practices.

How can the brand emerge in a saturated landscape while remaining true to its committed DNA? How can we recruit new passengers without lapsing into traditional promotional rhetoric?

By becoming part of a larger movement.

Sweet Punk identified an area for activation that was highly relevant to its target audience: the recycling centres in the Paris region, which are very popular with young city dwellers and the driving force behind a new, more responsible lifestyle.

Working with 3 Instagram influencers, the campaign highlighted the recycling centres and the advantages of visiting them (through the ‘bon plan’ angle), in different types of video, on the Citygo route.

The aim was to highlight the values shared by carpooling and recycling centres, through the angle of bargains and the pleasure of finding bargains, in order to recruit new users.

Citygo is asserting its position as a brand that supports everyday life, rooted in reality and far removed from greenwashing.

The concept uses the codes of second-hand goods and low-budget lifestyle to position Citygo as a good mobility plan that’s as useful as it is stylish.

Educational carousels and friendly vlogs bring the operation to life on social networks, in collaboration with influencers who are experts in good taste at low prices.

Each point of contact becomes a pretext for recalling what unites recycling centres and urban car-sharing: economy, ecology and social links.

Three influencers, three styles, one responsible lifestyle.

To bring the activation to life with accuracy and spontaneity, Citygo has teamed up with three profiles of influencers who are authentic, committed and ultra-affinitive with the world of second-hand goods.

Three talents who share the same desire: to make eco-consumption desirable, fun and accessible.

Giulia is fashion flair + humour + GRWM + thrift shop-challenge.

She turns second-hand clothing into a creative playground. Her young, committed audience follows her on her fashion adventures, which are always accessible and inspiring.

She carries the operation with a perfect mix of awareness and coolness.

With his Parisian glibness and his taste for good, cheap addresses, Brian, known for his map of good deals in Paris and his friendly micro-trottoirs, is the king of ‘cool & cheap’.

He’s the perfect ally when it comes to talking about urban mobility and cutting your budget without cutting your pleasure.

Hajar is the second-hand enthusiast who documents every second-hand shop in Paris.

With her natural good vibes and sincere tips, every week she shares her finds and puts the spotlight on the socially responsible places we should all know about.

With the recent opening of her own second-hand shop in Paris, she seems to be 100% in tune with the operation and is the perfect embodiment of the ‘field reporter’ spirit, combining ethics and aesthetics.

• 1 200 000 impressions
• 40 000 interactions
• 18% average engagement rate