European market launch of an automotive aftermarket startup
Professional communication for the automotive aftermarket
Big bang for the Caruso Marketplace
Tasks
- Market launch
- Communication strategy
- Launch event
- Branding
About the case
Professional communication for the automotive aftermarket is a core competence of about:communication (a:c). We were able to use this expertise to provide young, dynamic startup Caruso with highly successful support for its European market launch. Caruso has developed a state-of-the-art, open data and service marketplace for the independent aftermarket, and wanted to generate very high awareness in the sector by launching the platform with a big-bang go-live event. Caruso also wanted to position itself in the automotive aftermarket as an important player, forward thinker and enabler of forward-looking business models.
a:c developed the creative event concept for Caruso and built an actual marketplace in space provided by collaboration partner, the Fraunhofer Institute IESE in Kaiserslautern. The event offered the roughly 200 guests from throughout the sector ample space for networking in a dynamic and diverse culinary setting. a:c also handled the complete project management for this go-live event, including all aspects of control and implementation (such as strategy development and content co-design, media training, active media work with execution of a press conference etc.)
This first event provided Caruso with a professional springboard into the sector. We set the stage to facilitate a perfect showcase for our client, who was then able to focus fully on its role as the host. In parallel with the European market launch, we thus simultaneously achieved a powerful image boost for Caruso. The company has established a presence and persona and is perceived on the market as inspiring, open, straight forward and relevant.
