CHALLENGE/TASK
OTOMOTO aimed to strengthen customer relationships and foster brand trust by sharing authentic stories of car sellers on OTOMOTO.
The brand wanted to become a genuine love brand!
THE HERO
The heroes are Mr. Krzysztof and Mrs. Agnieszka, known from the Christmas installment of „True Stories”, an extraordinary couple with an equally extraordinary car: DeLorean DMC-12. This is a car that is the dream of many car enthusiasts, as well as a symbolic time machine from the movie „Back to the Future”. Doors that lift spectacularly, an unpainted body made of brushed stainless steel – all this can be seen in the OTOMOTO spot. However, love for DeLoreans is only a complement to the most important relationship in Mr. Krzysztof’s life – the relationship with Ms. Agnieszka.
WHAT MADOGZ DID
The “True Stories” format quickly outgrew its initial role as a small-scale social media activation. Its emotional storytelling and authentic characters resonated so strongly with audiences that it evolved into the very core of OTOMOTO’s new communication platform: “Stories are made here.”
Built around real-life stories of cars and their owners, the series became a cornerstone of the brand’s identity – widely recognized by consumers and awarded in top creative competitions such as KTR, Kreatura, Golden Arrow, and Złote Spinacze.
To launch the platform, OTOMOTO rolled out a fully integrated nationwide campaign. At its heart was a 30-second TV spot, amplified by cinema, VOD, and radio, and further supported by OOH presence across Poland’s largest cities. Online, the message reached millions through Facebook, TikTok, YouTube, and influencer collaborations, ensuring the campaign resonated seamlessly across every touchpoint.
MADOGZ OPINION
Already at the stage of creating the concept based on real stories of people and cars, we knew that this was a format with enormous potential that could successfully constitute a communication platform for the entire brand. Focusing on an emotional message, enriched with extraordinary stories about real people and their vehicles, allowed us to create exceptionally recognizable advertisements. In turn, the database of thousands of ads on OTOMOTO provides us with endless inspiration to create new versions, regardless of whether we want to present passenger cars, trucks, or parts, or whether we focus on individual sellers or companies. The common element is always an authentic story, without actors and artificial scenery. After all, „Stories are made here’” – says Tomasz Pastuszka, Creative Director at MADOGZ.
CLIENT OPINION
As part of the “Stories are made here” platform, we have abandoned communication based on rational benefits or talking directly about the brand. Instead, we focus on building trust in the brand by showing real people – individual car sellers on OTOMOTO and their stories. The results of previous „True Stories” campaigns and consumer research have confirmed our belief that opting for comprehensive communication based on this format is the right choice. Deepening the emotional bond in the perception of the brand will generate additional benefits for current users – says Łukasz Juskowiak, Head of Marketing at OTOMOTO/OLX Group.
When we started the first „True Stories”, telling the story of a granddaughter selling a Wartburg bought years ago from her grandfather for a symbolic cake, we did not expect such a spectacular success and viral effect. It turned out that viewers – our clients – want to get to know the human side of advertisements on OTOMOTO. During each subsequent campaign in this series, we received thousands of comments, people wanted to talk to us and share their memories. We decided to conduct research that ultimately confirmed our thesis that „True Stories” is an excellent foundation for a communication platform – says Patrycja Pawłowska, Social Media Lead at OTOMOTO.