CHALLENGE
Together with Papaya New Directors, for the first time, OTOMOTO wanted to reach young drivers – especially Gen Z. Their goal was to create an engaging and easily comprehensible campaign touching on the problem that many young people face: choosing their first ever car. Often, it’s a complicated choice, where you need to balance your expectations with your knowledge, and that may lead to interesting results.
OTOMOTO wanted to change the perception of the process of choosing one’s first car from one that always ends up problematic to one that can be comfortable and clear. And the best place to have an unproblematic and easy decision process is precisely the OTOMOTO platform.
WHAT MADOGZ DID
In order to reach their target audience, OTOMOTO needed to flip the script. To catch the attention of Gen Z-ers, we focused on absurdist/dark comedy, which creatively showed the muscle memory associated with a poor first car. We called it „motor memory,” which, with its double entendre, also refers to automobiles.
We created short, 30-second spots showcasing seemingly normal, daily scenes, such as putting a baby to sleep or cutting a cake at a wedding. These situations are abruptly interrupted by motor memory: the pianist’s fingers are slammed with a flap as when closing an old, jammed
trunk, the wedding cake is ruined when cutting by the memory of a jammed gearbox. This is your muscle memory when you’re driving a bad car. Solution? Go to OTOMOTO and find yourself a more comfortable one.
We focused on communicating on TikTok and YouTube, which are two most popular social media platforms for Gen Z. We also communicated our videos on Instagram and Facebook.
RESULTS
YouTube reached 8 million, which exceeded our KPIs by 200%!
On TikTok, our estimated reach was 4,2 million, which exceeded our goal by 120%.
Our campaign on both Facebook and Instagram reached 2,5 million people – a target exceeded by 125%.
Nearly 33% of the campaign’s audience is Gen Z, which made our target by 150%.
We gained almost 97,000,000 impressions, which is as much as 194% of the target.
MADOGZ OPINION
The OTOMOTO campaign was a strategic success, particularly in targeting Gen Z, a new and challenging audience for the brand. By leveraging absurdist and dark comedy to highlight the pitfalls of a poor first car experience, we created memorable, impactful content that resonated with young drivers on their preferred platforms like TikTok and YouTube. The campaign not only exceeded our KPIs,, but it also effectively shifted perceptions of the car-buying process to position OTOMOTO as the go-to platform for an easy and clear decision-making experience.
Paweł Ostrowski, Strategy Director MADOGZ
CLIENT OPINION
– For the first time in an OTOMOTO campaign, we are addressing young drivers directly. We are committed to changing the perception of the first car as one with which problems must be associated. The car should be fully functional – including those related to closing the doors. Our campaign is based on a comedic concept that we hope will catch the attention of younger audiences, but we are touching on a serious issue. When we choose an efficient car, we care first and foremost about our safety and that of our passengers. By finding offers on OTOMOTO, one can thoroughly check the technical condition of a car before buying it – so as not to face defects in the vehicle later, – says Artur Wyrzykowski, Senior Brand Manager, OTOMOTO.