CLIENT
Letgo
Selin Erinç, Marketing Director
İpek Mete, Brand Manager
Burak Kayzum, Head of Internal Creative Services
AGENCY
TOYGUN YILMAZER, Chief Strategy Officer
İlkay Gürpınar, Chief Creative Officer
Volkan Karakaşoğlu, Executive Creative Director
Ufuk Işık, Creative Director
Onur Aydın, Head of Strategic Planning
Tuğyan Çelik, General Manager
Ömer Üstündağ, Deputy General Manager
SUMMARY
Otoplus, entering the used car marketplace much later than its competitors and lacking unique selling points (USPs) to differentiate itself in terms of products/services, had to rely heavily on brand communication to achieve its goals. To accomplish this, the brand required powerful positioning capable of altering category dynamics, along with effective communication to translate this positioning into commercial success.
Instead of adhering to the category convention of "convenience", Otoplus tapped into the previously unexplored but crucial motivation in the category: "trust". This focus resonated strongly with the target audience.
