A big campaign is being launched for Mobility Trader GmbH’s HeyCar platform in 2018.
Following a pitch, the new Volkswagen brand HeyCar has chosen Kolle Rebbe to be the agency to support the platform in the first half of 2018 with a campaign. The brand awareness of HeyCar will firstly be built up in large urban areas using classic media (OOH, radio, print, TV) and programmatic online advertising. Other regions will be added step by step during the year and will also be supported by local marketing campaigns. The goal is to achieve Germany-wide coverage by the end of 2018 and consequently make the brand known all over the country.
HeyCar was founded by BCG Digital Ventures and VW Financial Services with the aim of becoming a leading digital platform in the automobile industry and a trustworthy portal for finding used cars from all brands. HeyCar works exclusively with trustworthy, established dealers and concentrates on high-quality second-hand cars. HeyCar has no advertisements at all; dealers pay a success-based fee. This makes the user experience significantly more enjoyable and the search results are much more relevant. HeyCar also offers dealers a new source of potential profit.
Markus Kröger, CEO Mobility Trader, said of the chosen agency: “Kolle Rebbe’s concept has been successful because it stands for personal communication and relevance instead of the usual advertising messages – just like our platform. This way, the search for a second-hand car will move from a ‘huh?’ into a ‘hey!’”
Lennart Wittgen, head of consultation at Kolle Rebbe, comments: “HeyCar offers a brand-new approach that will challenge the established top dog. We as an agency are greatly looking forward to the task of helping to make this start-up well known and to build it up.”