mobile.de
Project
| Client: | mobile.international GmbH and eBay GmbH |
|---|---|
| Industry: | Automotive, e-commerce |
| Project: | "Das Deutschlandauto" [The Car for Germany] |
| Period: | 2008 |
| Disciplines: | Communication |
Starting position
Together, mobile.de – an e-Bay company since 2004 – and eBay Motors are the largest market for vehicles, parts and accessories on the German-speaking internet. The task required of achtung! was to develop a “hook” for a story to highlight the size of the automotive market. The intention was to anchor the idea in a vehicle theme, to associate trade with parts and accessories and to be inextricably bound with the product message.
Objective
Using intensive press coverage in words and pictures, the overriding objective was to convey the idea that together, mobile.de and eBay Motors are THE German marketplace for vehicles, parts and accessories on the internet. All the appropriate quantitative objectives were established for the press coverage.
Idea and implementation
From 30 million queries at mobile.de and eBay Motors we determined THE overall representative taste in vehicles and built the most-requested car, the "Deutschlandauto" [the car for Germany].
Implementation took place in a clever build-up of suspense on various levels to achieve effective multiple usage.
Step 1: Build the Deutschlandauto with selected media partners, co-ordinating with their lead times
Step 2: Preview of the car in Hamburg before its official launch at the Geneva Motor Show
Step 3: Presentation of the Deutschlandauto at the Geneva press days as an attention grabber at the entrance. The launch to consumers took place at the Auto Mobil International (AMI) Fair in Leipzig
Step 4: Journalists "experienced" the Deutschlandauto in test drives and it was put through its paces by editors
Result
The communication goals were more than achieved. Over 27 million people were reached through print media, more than seven million via radio and TV added to well over 250 million online visits. Logo visualizations occurred in 71% of the contributions and the core message was conveyed in over 90%.
