Brand Repositioning
AutoScout24

A consumer-first brand key, developed with the whole organisation, operationalised across product, sales and communications and launched with the campaign “In jedem steckt ein Autoscout” across 16 markets.

AutoScout24 grew from €98M to €159M in revenue between 2014 and 2017, with 2016 alone up around 26% to €152M. To support the next strategic S-curve, the brand needed a foundation that marketing, product and every segment strategy could build on: dealers, private sellers, OEMs and consumers.

The new purpose: empowering people to fulfil their dreams for cars by making the entire experience simple, efficient and stress-free.

Together with Gedankenfabrik, the brand fundamentals were developed in a cross-functional, iterative process based on an enhanced brand key model. Every building block was discussed and aligned with the segments and management teams, for consumers and for dealers alike.

Target groups were defined by behaviour rather than demographics, so the marketplace could cover the whole market:

• Car Fan
• Security Seeker
• Dealmaker
• Private Seller

Empowerment became the core thought and North Star for all activities. Communication moved from the company’s “we” perspective to the user’s “me” perspective. AutoScout24 took the role of category-definer: the place and personal companion for consumers, and the personal consultant for dealers, guided by three principles: simple, efficient, stress-free.

The big idea turned the promise into a story: buying or selling a car is complicated, yet with the right tips, information and tools there is a shrewd car buyer or seller in everyone. Key visuals with the AutoScout24 stripes captured that empowerment moment for each target group. Research showed all three primary target groups fully understood and highly appreciated the concept. For dealers, the same promise became “Mehr Leistung”.

Product sed cards for every segment aligned product planning with the brand benefits. Brand guidelines, a messaging house and a content framework along the consumer journey followed, together with annual and 90-day communication planning across all segments.

Inside the company, a brand day, a brand ambassador programme across all departments, international brand packages and a personal brand picture for every employee made the brand part of daily work.

Benefits were tested with consumers and optimised on conversion, for example the messaging for Express-Verkauf (fast, convenient, highest bid). A brand dashboard tracked awareness, usage, the Empower. Me. promise, benefits and personality for consumers, alongside a dealer tracking.

The repositioning reached consumers through an integrated website relaunch in all countries, TV, radio and online video, the #meinAutomoment social campaign, how-to videos and content promotions. The campaign ran in Germany, the Netherlands, Austria, Belgium, France, Italy and Spain.

As a pillar of the positioning, AutoScout24 launched a price evaluation for sellers and a price check for buyers, supported by the Preisprofi quiz, a used-car price index, TÜV evaluation and a media cooperation with Auto Bild.

For dealers, the promise was translated into key visuals, integrated dealer communication, partner awards for best-rated dealers, dealer promotions and a dealer council of 15 dealers, giving input on product development and market trends.