GOALS
With over 160,000 listed vehicles and more than 3,000 active car dealers, PKW.de is among the leading online marketplaces for buying and selling used cars in Germany.
Having established an attractive supply of cars on its platform, in 2024 PKW.de sought to increase demand by familiarising swathes of new customers with its radically simple platform through higher reach and brand recognition.
Enter a multi-year partnership with German Media Pool which provides PKW.de with up to nearly € 3.4 million in gross media. This followed PKW.de’s participation in the MFG Fundraising Programme, a specialised initiative for brands to secure their first media for equity deal which counts German Media Pool as one of its funding partners.
STRATEGY
From March to July, more than 2,500 TV spots aired across channels like RTLZWEI, Sport1 and Deluxe Music, reaching millions of German TV viewers.
Shortly after the beginning of the campaign, PKW.de’s TV ad was nominated for “Creation of the Month” by the leading marketing publication HORIZONT, placing the company alongside creative powerhouses like Adidas and Aral.
RESULTS
Branded search traffic doubled in April — just a month after the TV campaign launched — compared to January 2024. This shows that people are not only aware of PKW.de’s brand, but are also actively seeking more information about it, demonstrating that increasing brand awareness can effectively drive purchase intent.
The total number of leads increased steadily, with an 18% growth in April compared to February 2024. The average user engagement increased by more than 12% in the same period.
In the words of PKW.de CEO Christopher Kallhoff, “since we began investing in TV advertising, our business performance has exceeded expectations.”
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