Maxomedia: Campaign for Autoscout24
Autoscout24's new campaign, developed by Maxomedia, focuses on people and their needs when buying a car rather than on technical features.
Whether you have just passed your driving test or want to fulfill a long-cherished dream with a Bijou - the aim of the campaign is to show that AutoScout24 offers a suitable solution for every life situation.
Maxomedia has developed the latest advertising campaign for AutoScout24, the largest and best-known online marketplace for vehicles in Switzerland. This is designed to strengthen the perception of AutoScout24 as the market leader in the used and new car sector and to position the platform as the number one partner when it comes to selecting and buying a vehicle.
Five protagonists and their life situation
Various advertising media are used to highlight the purchase of a vehicle and the ease of use of the search portal, without placing too much emphasis on the technology. This approach is implemented with five different protagonists and their life situations. Key moments experienced in the car-buying process serve as the basis. The stories pick up on the needs and demands that the protagonists have in these situations. Young new drivers, for example, are interested in the price, while goal-oriented people want to get their new vehicle without complications. AutoScout24 has the right solution for everyone. The advantage of this campaign approach: The combination of people and their life situations can be expanded as desired.
How do you manage to convey the feelings of the protagonists? By using large images that remind us of moments that many of us have already experienced ourselves. The photos are supplemented with an image of the AutoScout24 search screen, which is adapted to the needs of the protagonists. This literally transforms the different life situations into personalized search masks.
The campaign includes posters, ads, boards, Youtube TrueView Ads and banners.
Responsible at Autocout24: Jean-Claude Zulauf (Project Management, ads&figures), Jan Hinrichs (Chief Marketing Officer Scout24 Switzerland). Responsible at Maxomedia: Andrey Klemenkov, Reto Schild (creation), Antonia Bekiaris (text/concept), Niko Eriksson (motion design), Yves Krähenbühl (graphics), Romaine Brunner, Dominique Flüeler, Simon Muster (consulting).
