DasWeltAuto Cars without drama

We used to think that there was nothing worse than boring ads, old cars, and the latest season of Game of Thrones. But a story happened that turned everything upside down. And while we haven't changed our minds about the last season of Game of Thrones, we have rehabilitated boredom and used cars. What happened?

Episode 1. Warranty for used cars?

It's no secret that CF.Digital is the most automotive agency in Ukraine: 20 of our clients are automotive brands. Recently, they were joined by another one - Das WeltAuto. This is a service of Volkswagen AG for the purchase, sale and maintenance of used cars. They came to our office and said:

“Guys, we carry out technical control, prepare a car for sale, provide insurance, a real trade-in, and give a warranty for a used car. But still, some drivers go to the car market and buy a Mercedes that is one-third Chery and one-quarter Lanos. Why is that?”

“Warranty for used cars?”

“Yes,” answered the client.

“Everyone should know that they exist,” we decided and took on the project.

Episode 2. Let's make a boring commercial!

Buying a used car at a car market is a potential script for a dramatic movie with an unpredictable ending. You can peel off layers of paint on the body until you find your favourite colour. Find parts from another model in the car. Its seller may not be its owner. It can stop in the middle of the road. The brakes may fail. It can leak a tank, like Yarik's.

All these adventures could be part of a commercial for our project. But there is one thing. We realized that this would never happen with Das WeltAuto. They check everything, repair it and give a warranty. A warranty, Karl! No leaky tanks or broken brakes. These are the most boring cars with which nothing happens.

Episode 3. Oleksii, Max and Richie

To refine the idea and develop a communication strategy, we caught 140 motorists and asked each of them 22 questions. They responded, and with new insights, we rushed to tell everyone about the existence of the unique Das WeltAuto service.

To begin with, we developed a one-page landing that talks about the service and its benefits. It urged that one should not burden oneself with unnecessary drama in life, which is already enough.

Next, we made videos about Oleksii and Max. The first dreamed that his car would boil, because he did not want to help his wife in the country. And the second was worried that the car wheel could burst as the mileage grew. But in boring videos, a boring voice announces that Das WeltAuto are boring cars because nothing happens to them.

We decided to communicated in social networks with motorists as friends communicate with each other: sometimes they joke, sometimes tell interesting facts, sometimes make gifts. To handle the situation, we hired Richie, a dog without drama. This is Oleksii's dog, who, unlike Oleksii himself, understood that the Das WeltAuto car could not boil and that he would have to pickle cucumbers in his country house.

We also launched boring radio spots and boring banner ads.

Episode 4. To be continued

Right now, Das WeltAuto is becoming a friend brand that customers can turn to 24/7 (Richie is in charge of the night shifts). More and more people are breaking their own stereotypes: we break the stereotype about boring advertising, and motorists - about the unreliability of used cars. Our team selects a boring car on Das WeltAuto in their free time, and develops new boring advertising campaigns for the same service during their busy work hours.

P.S. If you want to strengthen your brand in digital or creative field, don't hesitate and call us now.