CHALLENGE/TASK
The popular discussion about motoring, and in particular about the sale of vehicles, is heavily emotionally charged with negativity, which generates a large number of heated discussions and, occasionally, hate comments from users. The task that MADOGZ faced was to propose a strategy which would change the tone of discussion and reduce the number of negative comments. It was also supposed to introduce a lifestyle element into an extremely matter-of-fact and at times tough discussion.
WHAT MADOGZ DID
Starting with the rhyming insight, we decided to create a âbig ideaâ to communicate via social media called Want a car? Here we come! How was it supposed to be executed? The entire communication of the brand in SoMe was based on rhyming content by creating poems, epigrams, proverbs or bon mots. There are no better touchpoints to convey this approach than social media platforms! Therefore, although the content itself (advertisements for sale of vehicles etc.) remained professional, a relaxed, light-hearted and rhyming approach to communication allowed for a softer tone of conversation.
This is why the focal point of a lyrical platform became the competition for the OTOMOTO users under the motto âbRYM,bRYMâ.
The task was to place a car sale ad on the website in a rhyming form. After creating the rhyming advert, the user only needed to post the link on the competition site. In order to promote the competition, three dedicated video creations were prepared, which represented various figures (and their motivations) of buyers and sellers using OTOMOTO.
Once a month OTOMOTO selected and rewarded the two most interesting and original offers. The prizes for the winners were especially designed films promoting their adverts, which were subsequently published on the OTOMOTO Facebook page. Whatâs important, the content of these ads remains in rhyme. In order to additionally strengthen the message of the lyrical platform, we invited some of the most recognisable voices in Poland â Krystyna CzubĂłwna and Wojciech Mann â who read the announcements of the competition winners, to cooperate on the project.
Most importantly, the entire contect published on the new communication platform via SoMe channels was rhymed and referred to the most popular category of adverts on the site from cars through motorbikes, agricultural and construction machinery to their parts. Dedicated formats were also developed as part of the creative idea connected to lyrical narrative; they used the two most famous figures of the poetry world, Mickiewicz and SĆowacki, and their aim was to encourage the OTOMOTO users to add rhyming adverts when selling.
RESULTS
69% of negative sentiment decreased
5 months where KPI were met