Launch campaign for Car For You: How life plays out in a car
The new used car platform Carforyou.ch is the result of a joint venture between Tamedia and Axa. Based on the communication platform "Find the car that suits your life", Freundliche Grüsse has developed a modular campaign framework. The focus is on the life stories of the Car For You target group.
After a multi-stage pitch, Freundliche Grüsse was commissioned to manage the communications for the launch of the new brand. Thanks to features such as a dream car finder, price check, 360-degree view and free warranty, Car For You makes it easy and risk-free even for non-experts to find the right car for them (Werbewoche.ch reported). Under the motto "Find the car that suits your life", the promise is communicated in a broad-based launch campaign.
At the center of the campaign are two films by the young London director Charlotte Regan, who tells the life stories of the target group in all their facets in various Carlife moments: The story of a young woman who has just broken up with her boyfriend, only to throw herself fully back into her new life shortly afterwards, or that of a father whom we accompany through the everyday life of normal family madness - the car and the acoustic recognition feature in the form of the seventies hit "One for you, one for me" by La Bionda always remain the same.
The individual Carlife moments can be combined in a modular fashion to create a variety of communication assets, resulting in a dynamic campaign framework with which all channels can be used flexibly and contextually.
"The modular campaign concept meets our need as a modern brand to tell a compelling story to our fragmented target group on a wide variety of channels and thus build familiarity with the brand," says Evgenij Pisetsky, Head of Marketing at Car For You. Sarah Safri, Head of Marketing at Tamedia Marketplaces & Classifieds, adds: "Flexible creative concepts with a target group-oriented approach at brand and product level, combined with innovative marketing technologies, are essential in the competitive markets of online platforms".
The campaign can be seen online, on TV and in advertisements in German and French-speaking Switzerland since April 29.
Responsible at Car For You: Evgenij Pisetsky (Head of Marketing), Sarah Safri (Head of Marketing at Tamedia Marketplaces & Classifieds). Responsible at Friendly regards: Pascal Deville, Samuel Textor (Creative Direction), Res Matthys, Philipp Märkl (Text/Concept), Alain Aebersold, Julia Hertrich (Art Direction), Maude Mahrer (Graphics), Nadine Mojado (Creative Production), Manuela Brunner, Stefanie Schmid, Sebastian Blomgren (consulting), MYGOSH* (talent management & executive production agency), Knucklehead (film production), Charlotte Regan (director), Yves Bachmann (photography) Lorenz Wahl (image editing), Mediaeffects (media).
