Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the launch campaign from Heycar, based loosely around the theme: “hey, here we are.”
Heycar: “Hey! 2018”
TV, print, OOH, social media, mobile, radio
#1: Striking the balance between brand building and performance push is a big challenge for online platforms with a broad target audience and mass market appeal. Only the reach of TV advertising as a central point can achieve and develop this balance sustainably, and it’s a balance that has to be tackled holistically.
#2: You don’t always have to be the first – and that also applies also to your communications. But if you arrive later, you should be doing a lot better and be able to differentiate yourself from your competitors. Both in the campaign look and storytelling.
#3: Be courageous. Otherwise there’s no point.
There’s a new used-car platform in town. A very competitive market, but according to the experts it has great potential, both commercially and in the communications sense. Introducing Heycar from VW Financial Services.
To position Heycar as a premium platform for high quality used cars and strike fear into top dogs mobile.de and AutoScout24.
Everything executed a little with the handbrake on. There’s just too much information somehow. The text and music works excellently, but visually it’s somewhat overloaded. The basic message would have benefitted from a little more calm and discipline in the delivery. Leaves the observer a little disoriented.
Oli’s Verdict: Hot or Not?
There’s certainly room for improvement. A good approach but execution unfortunately somewhat hectic. As if someone lost the will or direction while developing the campaign. Claim and positioning deliver more. Not hot yet.