El punto
The client
Coches.net (part of Adevinta group) is a Spanish online classifieds company specialized in automotive, a marketplace to buy and sell used cars. Very well known and trusted by cars experts, the brand struggled to reach a more mainstream audience.
The project
A 360° advertising campaign (full funnel, from TVC to digital) to attract new customers which are not experts about cars, so less confident in buying a second-hand car online.
Geography: Spain
The insight
There are two kind of car purchasers, those who want a car as an object of desire (the design, the engine, the technical characteristics...) and those who see it as a mean to the experiences they want to live. Our target are the second ones.
The idea
We are the expert in cars you can trust, so just be an expert in enjoying them. The campaign is a celebration of all the beautiful heart-warming experiences that one has lived with the car they are about to sell or that will come with the one you are about to buy.
A consistent multi-platform campaign
It turned out that the joy of mobility could be perfectly illustrated with a unique characteristic of the coches.net brand, the "punto" (point). Thus, "El punto de coches.net" was born, our way of saying that the emotions of driving are the reason for our existence. In addition to the main commercial, we created three other video pieces, two of which were designed to highlight new functionalities of the platform. All the pieces were thought out and adapted for different formats, both on television and digital media: connected TV, YouTube, display, among others.
Creators' collaborations
On social media, it was important for intimacy and personal stories to take the spotlight. That's why we collaborated with creators and illustrators such as Moderna de Pueblo, Agustina Guerrero, and Monstruo Espagueti, who created unique pieces sharing what "el punto" meant to them. Additionally, we had a special collaboration with the digital medium Freeda. It was top-notch branded content. Overall, this digital activation contributed around 4 million impressions and over 300,000 interactions with the different posts to the campaign.
