Rosarot: This is the first campaign for new AutoScout24 Direct customers
Rosarot comes out on top in the pitch for the launch of AutoScout24 Direct. Rather than simply explaining the new sales mechanism, the campaign focuses on the reason behind selling a car—and tells the story of those moments when a car suddenly no longer fits into one’s life.
Sometimes life changes faster than the car parked in front of your house. And that's exactly where the new campaign for AutoScout24 Direct comes in.
AutoScout24 Direct is designed for people who want to sell their car quickly and easily. What makes it special: Only professional car dealers can bid on the listed cars—and they have exactly 24 hours to do so. If the highest bid is accepted, the car is picked up at your home—no need for test drives or lengthy price negotiations.
«People who sell their cars are often looking for a quick and easy solution. AutoScout24 Direct provides the product—and ROSAROT provides the perfect story, told with humor and precision,» said Manuel Hauslaib, Marketing Director for Automotive at SMG Swiss Marketplace Group.
It's not the sale that's the story. It's the reason behind it.
Selling a car rarely starts with the desire to sell your own car. It starts with something else: life and our needs change, or our current vehicle simply no longer meets our current needs or desires.
This observation also forms the creative foundation of the campaign. Rather than making the auction mechanism itself the focus of the story, it centers on the people and their very personal reasons for selling. In this way, a functional product promise is transformed into a series of short stories that reflect different life situations and needs.
These stories are told using a consistent linguistic structure: names, vehicles, situations, and sales obstacles are interwoven through alliteration and wordplay. A rhythmic voice-over, precise timing, and a distinctive visual style ensure that the product message is not only understood but also entertains and stands out.
«During the pitch, it quickly became clear to us that we didn’t want to run a campaign about an auction. The more compelling moment from a communication standpoint happens before that: Why would someone want to get rid of their car in the first place? That’s where the real stories lie—and that’s exactly where the need for AutoScout24 Direct arises,» says Matthias Koller, co-CEO at ROSAROT.
The campaign will launch in September 2026 and will be featured on TV and digital channels, among other places.
Contact at SMG Swiss Marketplace Group: Sebastian Wagner (Senior Digital Marketing Manager), Michael Reichenbach (Head of B2C Marketing), Manuel Hauslaib (Marketing Director, Automotive). Rosarot team members: Sophie Beisswenger, Deborah Bäbler (Senior Consultants), Franz Neugebauer (Senior Copywriter), Pablo Kunz (Art Director), Sherida Kuffour (Senior Art Director), Fabio Montefori (Graphic Designer), Maria Alcover (Motion Design), Marcin Baba (Creative Direction), Matthias Koller (Creative Direction / Overall Responsibility). Production team: CZAR Film (film production), Florian Nussbaumer (executive producer), Nadia Stähelin (producer), Joana Caiano (director), Biby Jacob (director of photography), Dreamdust VFX (VFX), DubDub (sound design).
