Mobile.de and eBay Motors make up the largest online German marketplace for buying and selling cars, automotive parts and accessories. Our agency was asked to develop a hook which expresses the size of the two platforms and explains the business model to potential users.Based on 30 million Internet search queries at both platforms, we analyzed the most sought-after brands, models, interiors and accessories in Germany and established that this car is a combination of a Golf III and BMW 316 in blue-black. The four-door sedan has 125 BHP and a mileage of 141,611 kilometres. We created a 3D animation of this “chimera” and even built a drivable version of the “Deutschlandauto“.The key components of the communication strategy were to provide every format and every channel with material perfectly tailored to it and to develop a clever, multi-stage structure which offered a number of occasions to utilize the material. Intensive written and visual media coverage made it clear that Mobile.de and eBay Motors are THE German automotive marketplace which can fulfil any interest, taste or requirement: conveyance of core message in more than 90 percent of reports, print coverage: 27,049,590, online visits: 250,620,211, radio and TV coverage: 7,059,380.

The key components of the communication strategy:Step 1: We spoke to selected media partners, presented them with the initial analysis details of the project and supplied them with the 3D animation of the “Deutschlandauto”. Later they received photographs of the completed car in time for publication. We also created TV footage of the construction of the “Deutschlandauto” for automotive shows and a V-cast. A production firm was hired to deal with TV programming.Step 2: We invited the regional Hamburg media to a preview of the completed “Deutschlandauto” to report on the car prior to the official presentation in Geneva. After this, press information and images were sent out on a wide scale, as well as a radio report which had been produced for national distribution.Step 3: The Geneva Motor Show enjoys a large media presence. We exhibited the eye-catcher on press days to capture the attention of media. The end customer presentation took place at the Auto Mobil International show in Leipzig.

All results were achieved solely through PR work, as no other communication disciplines were employed.- Through print, TV and radio alone, 53 percent more coverage was achieved than was originally planned for all media- Print coverage: 27,049,590 (number of clippings: 167)- Online visits: 250,620,211 (number of clippings: 48)- Radio and TV coverage: 7,059,380 (number of clippings: 17)- Visualization of both logos in 71 percent of releases (achievement of goal: 284 percent)- Conveyance of core message in more than 90 percent of reports (achievement of goal: 180 percent)- 17 releases in popular press and daily newspapers, each with a circulation of over 150,000, which had not reported on mobile.de and eBay Motors in the past six months or have their own sales platform (achievement of goal: 113 percent)