Otomoto.pl is an unquestionable leader of automotive platforms market. The service is used by almost 8 million internet users per month. OTOMOTO’s strength is its database of several hundred thousand adverts, from cars through motorbikes, agricultural and construction machinery to their parts. We have decided to use this strength and search for inspiration and true stories of cars and their owners precisely among those adverts. This is how the idea for reportages on a series called “Prawdziwe Historie” was born; they will present the unique stories behind the cars and their owners.
Each part of the „Prawdziwe Historie” series has to be unique as a snowflake, that is why the second episode had to be as interesting and viral as the first one. Still we had to bare in mind that the whole idea is based on real cars and human stories behind those vehicles so the scouting proces for the new hero was quite a challange!
We asked ourselves a simple question, which car is truly loved by Poles and is a real automotive legend? You already guessed? Yes, that’s correct – it’s Fiat 126p, called „Maluch”. This tiny vehicle produced in Poland for more than 27 years was a symbol of freedom, wealth and independce for many years. That is why we decided to celebrate the anniversary of producing the last Fiat 126p in Poland, which left the factory on the 22nd of September in 2000.
What MADOGZ did:
While preparing the concept of “Prawdziwe Historie”, we knew that it could not be contained in a 30-second spot. This is why we opted for a documentary style, which not only allowed us to tell the complete story but also maintained an appropriate narrative pace so that the viewer had time to empathise with the emotions of the characters. The format we chose – a two-minute-long piece – additionally emphasized the authenticity of the told story. Everything the viewer sees on screen, from the Maluch’s owner through his garage to the picteresque landscape of Warsaw is 100% true. You can watch the whole ad on YouTube or Vimeo. No actors, no casting, no script, just real people telling their stories! To make a bigger bang we also launched a limited collection of hoodies with Maluch print, which were available for social media users in a dedicated competition. On top of that Dzień Dobry TVN, Poland’s leading morning show, made an interview with the Maluch’s owner and the General Manager of OTOMOTO, Agnieszka Czajka.
The second part of the series brought thousands of positive reactions in the form of comments from internet users as well as uploaded photos of their own cars; mostly Fiat’s, which have been in the hands of one family or restored. The posts on the Maluch’s story achieved the best results in terms of engagement and views among all the creatives prepared in social media by OTOMOTO in Q3 2022.
13 100 000 views
4 100 000 reach
0,01 PLN for CPV
2 400 000+ reach
58 000 000 reach