WKO Commercial Car Wash Campaign

The WKO Trade Association faced the challenge of raising environmental awareness for commercial car washes. Many drivers prefer to wash their vehicles at home despite environmentally friendly practices in professional facilities, often without being aware of the ecological impact.

To effectively address the challenges, we developed a comprehensive marketing strategy with a "Digital First" approach. A central campaign video enriched with ASMR elements (Autonomous Sensory Meridian Response) formed the heart of the campaign. To support the main video, we additionally developed shorter cutdown versions and static assets for the digital campaign. These contents aimed to communicate the campaign's central message in diverse and engaging ways while offering a balanced mix of informative and entertaining elements.

The campaign was comprehensively distributed across digital channels as well as traditional media such as press and radio to achieve maximum reach. Weather-dependent adjustments in ad delivery and a competition were also implemented to convey the message of environmentally friendly car washing under different conditions and in various formats, thereby strengthening audience interest.

The campaign, centered around an ASMR-supported campaign video, combined digital and traditional media with resounding success:

• Extensive Reach: The campaign achieved over 15 million impressions on digital platforms such as Facebook, Instagram, Google and YouTube.
• Impressive Viewer Engagement: On YouTube alone, the videos were watched for 8,242 hours, equivalent to more than 343 days of continuous playback.
• Increased Engagement Rates: An average watch time of up to 200% on YouTube underscores the high engagement and interest of viewers.
• Strong Media Response and High Advertising Value: Positive editorial coverage in leading media such as Kronen Zeitung and the mobility magazine "auto touring" resulted in an estimated advertising value of over EUR 25,000.