CHALLENGE
In 2023, OTOMOTO faced a growing value-for-money perception challenge among its B2B customers. In a highly competitive market price is a powerful emotional driver that directly shapes brand image.
We knew that competing on numbers alone would not be enough. To positively shift the value perception, OTOMOTO needed a credible, emotional narrative, delivered not by the brand itself, but by someone who genuinely uses the platform every day.
The goal of the project was to build a strong emotional relationship between the brand and its B2B customers, and through that relationship, effectively increase the perceived value-for-money of OTOMOTO’s offering.
THE HERO
The heroes of this campaign are real OTOMOTO B2B clients.
At the heart of the story is Mr. Piotr- the senior member of the family and Hanna’s father – who founded the business and inspired the next generation to take it further. Thanks to this shared passion and entrepreneurial spirit, the company has grown significantly, becoming a true family success story.
Their story embodies exactly what OTOMOTO stands for: long-term partnership, trust, and real business growth.
WHAT MADOGZ DID
To address the value-for-money challenge, OTOMOTO returned to its proven creative platform – TRUE STORIES- but with an important twist. For the first time, the platform focused on a business client.
TRUE HISTORIES is built on 100% authenticity. The protagonists are real sellers selected directly from the OTOMOTO platform, and their real-life stories are told through two-minute micro-documentaries. Until now, the platform had primarily served as a social-first trust-building tool.
By October 2023, OTOMOTO had produced six TRUE HISTORIES episodes, including two set in a Christmas context. The campaign was amplified through more than 10 touchpoints, with Facebook serving as the main communication channel, supported by additional digital, social, and media placements.
This approach allowed OTOMOTO to communicate value not through claims, but through real proof of business success.
THE RESULTS
The campaign successfully delivered on its key objective: improving the perception of value-for-money among OTOMOTO’s B2B customers.
Thanks to the TRUE HISTORIES executions:
– OTOMOTO customers were convinced that the brand is a real business partner, not just a marketplace
– more than half of entrepreneurs perceived OTOMOTO as a friendly, easy-to-use tool that actively supports their business growth
– despite its B2B focus, the campaign also significantly increased top-of-mind and spontaneous brand awareness
Media results:
YouTube
– 2.5 million views
Facebook & Instagram
– 13.6 million video views
TikTok
– 26.2 million video views
Radio
– reach of 70.5% in the target group
(A18–64, white-collar workers, business owners)
PR
– reach: 54,815,781 UU
– estimated AVE: PLN 1,210,426
– number of publications: 580
MADOGZ OPINION
The OTOMOTO campaign, leveraging the True Stories creative vehicle, brilliantly addressed the challenge of enhancing the value/money perception among B2B customers. By showcasing real customer stories, we transformed the perception of OTOMOTO from merely an online platform to a trusted business partner. The results were outstanding, significantly improving brand perception and achieving deep market penetration. This strategy reinforced our value proposition to existing customers and dramatically increased brand awareness and consideration in the B2B sector.
Janusz Wróblewski, Communications Director MADOGZ
CLIENT OPINION
– This is a truly unique story – also against the background of OTOMOTO’s previous „True Stories”, because for the first time it is inspired not by a specific car model, but by people. Our heroes prove that passion in running a business and openness to anything that allows it to develop in accordance with dynamically changing market conditions – such as online activity, for example – are a guarantee of long-term success. Intergenerational cooperation, combining many years of experience with efficient operation also in virtual reality, is the foundation of the Smuszkiewiczs’ company.
Agnieszka Czajka, General Manager of OTOMOTO