BRAND WORKSHOP & COMMUNICATION CONCEPT FOR AUTOSCOUT24
As Europe’s largest online car market, AutoScout24 offers numerous options not only for buying but also for selling new and used cars. A differentiated communication strategy is therefore crucial for appealing to target audiences effectively—especially when highlighting the diverse selling options available to private sellers.
To develop a target-group-specific communication strategy, an initial half-day brand workshop was held with the product team to analyze the service offering, target audience, and competitive landscape. The insights gained from this session served as the foundation for designing a cohesive and targeted communication concept.
With success: The communication concept goes beyond brand positioning to define specific, actionable recommendations for every touchpoint along the consumer journey, backed by a clear implementation roadmap. Sustainable communication is ensured through an ongoing action plan integrated directly into daily workflows.
To develop a target-group-specific communication strategy, an initial half-day brand workshop was held with the product team to analyze the service offering, target audience, and competitive landscape. The insights gained from this session served as the foundation for designing a cohesive and targeted communication concept.
With success: The communication concept goes beyond brand positioning to define specific, actionable recommendations for every touchpoint along the consumer journey, backed by a clear implementation roadmap. Sustainable communication is ensured through an ongoing action plan integrated directly into daily workflows.
The multi-channel campaign stood out not only for the compelling value-added messaging, but above all for the rigorous customer centricity. From on-site guides and email campaigns to point-of-sale materials, these initiatives consistently positioned AutoScout24 as "the expert" in car sales.
My role encompassed in leading the brand workshop as well as driving conceptual and strategic brand development, which included creating the communication concept.
My role encompassed in leading the brand workshop as well as driving conceptual and strategic brand development, which included creating the communication concept.