Carvago - Strategic Launch Marketing Plan

Driving Change: Carvago’s Journey into the Western Balkans
When Carvago, Europe’s largest online platform for used cars, set its sights on expanding into the Western Balkans, they faced an exciting—but complex—challenge. The region’s used car market was fragmented, dominated by traditional dealerships and face-to-face transactions. Trust was earned slowly, and buyers were skeptical of digital solutions, especially for big purchases like cars.
Carvago wasn’t just introducing a new service; they were proposing a shift in mindset. How do you convince people to buy cars online in a market where even test drives are a must?

The Strategy: Building Trust, Sparking Curiosity
The answer was a long-term communication strategy that combined market insights, creative storytelling, and bold activations—all tailored to resonate with the local audience.

We started by deeply analyzing the market landscape and competitor behavior, identifying where Carvago could not just enter but lead. Then we crafted a brand positioning strategy built on two pillars: trust and excitement.

Our creative direction centered around making Carvago’s presence impossible to ignore, while our marketing activities focused on building credibility, one interaction at a time.

Memorable Campaigns, Meaningful Engagement
We launched digital and outdoor campaigns that introduced Carvago as a friendly, reliable game-changer in the market.
One standout activation was a social media game: people across Kosovo were encouraged to spot and share photos of the Carvago-branded truck as it toured the country. The response was overwhelming—over 300 stories tagged Carvago, turning casual observers into brand ambassadors and giving a massive boost to our social media activation plan.

A Launch Event That Made Headlines
The journey reached its peak with a high-profile launch event, streamed live on Instagram Stories. It wasn’t just another corporate affair—the President of Kosovo, Vjosa Osmani, and Prime Minister Albin Kurti were both in attendance, underlining the national significance of Carvago’s arrival.

“1 in a Million” TV Commercials
To further solidify Carvago’s presence, we produced a series of TV adverts under the theme “1 in a Million”—highlighting the platform’s vast selection and rigorous quality checks, reassuring buyers that their perfect car was just a click away.

The Results: A New Era for Car Buying in the Balkans
By the end of the campaign:
✅ We reached over 13 million impressions
✅ Engaged more than 1 million users
✅ And, perhaps most importantly, we sparked a conversation about what the future of car buying could look like in the Western Balkans.

Carvago didn’t just enter a new market.
They opened a new chapter, redefining how people buy and sell cars in the region.