CITADIUMChamps-Elysées and Nation Openings

REQUEST

Citadium asked Magic Garden to organise the inauguration of its new flagship store on the Champs Elysées and #ONESTLA campaign.

GOALS

• Promote the store opening to the brand’s target audience,

• Be coherent with the lifestyle of millennials and Citadium’s positioning,

• Present Citadium as trendsetter by mobilising influencers.

IDEA

The idea developed by Magic Garden and Citadium is based on this double insight:
There are many places for young people to hang out in Paris, but the Champs Elysées is not one of them
The opening of a Citadium store gives them a reason to go to the Champs Elysées

The #ONESTLA launch film was directed by Florent Schmidt and produced in 3 versions: 60, 30 and 10 seconds. Featuring groups of young people in emblematic Parisian spots, it offered a raw vision of millennial lifestyles free from advertising gimmicks. The cast mixes Citadium fans recruited on Instagram and famous influencers. The French rapper MHD also made an appearance.

RESULTS

More than 80,000 YouTube views for launch film
More than 5,000 store visits on July 8 for the inauguration with events and DJ set

The operation was renewed for the opening of the Nation store.