Hamburg, 7 April 2022 – AUTODOC is bringing light into the darkness of the car parts market and presenting its range on TV for the first time. TRACK, the Hamburg agency for communications and brand management, was at the controls, supporting AUTODOC with its brand positioning, TV ads and selected digital media communications.
AUTODOC lets the docs out
For its first foray into TV advertising, TRACK ‘doctored’ the Baha Men’s hit song “Who let the dogs out?” into “Who let the DOCS out?”. Using the slogan “Repair like a Doc”, the 20-second TVCs show how easy – and how much fun it is – to repair your car yourself. The AUTODOC app is on hand to assist, offering more than five million spare parts as well as a host of tutorials and useful tips for repairing your car at home
“After we had successfully grown using transactional marketing, it was time to refine our brand strategy and address new target groups with new offers,” explains Moritz Diekmann, responsible for brand management at AUTODOC. “By launching a wider omnichannel campaign in which we also address category insights for the first time in above-the-line media, we are gearing up for our next stage of growth with TRACK.”
“Germany is the land of AUTODOCS,” enthuses Reza Ramezani, CCO at TRACK. “With our campaign, we are supporting AUTODOC in their drive to democratize the car parts market.”
“By this we mean bringing transparency into the market for car parts, which is confusing for the customer, and offering real, tangible DIY assistance to women and men alike. It’s a lot of fun and can save a lot of money,” says Ramezani.
The first TV flight will run for eight weeks from the beginning of April on various channels of the ProSiebenSat.1 Media Group in Germany. The TVCs will also be shown as online videos in various European countries at the same time. The campaign will be rounded off by promotions and competitions on various social media platforms.
AUTODOC was founded just 13 years ago by Alexej Erdle, Max Wegner and Vitalij Kungel in Berlin, and has rapidly developed into one of the most exciting internet companies in Europe. Since September 2021, the company has been operating as a public limited company and has a new board of directors with Christian Gisy (CEO), Bert Althaus (CFO) and Dmitry Zadorojnii (CTO).
The online retailer employs around 4,600 people in Germany, Poland, Ukraine, Moldova and Russia and is active in 27 European countries. The product portfolio currently includes around 4 million products for 166 car-, 23 truck- and 154 motorcycle brands.
The management board is anticipating another double-digit growth in 2022. In addition to investments made in the brand itself, activities such as the continuous expansion of the product range, the integration of new suppliers and the expansion of logistics capacities are expected to make a significant contribution.