The strategic objective was to position Cardoen CEO Matthias Gommeren as the leading disruptor in the Belgian automotive sector, demonstrating the success of their innovation. C Rather than a complete transition or switch, the focus was on creating a hybrid approach that accommodates every customer's preferred method of car shopping– from entirely physical in the showroom to fully online, and all options in between. The media strategy aimed to validate Cardoen's bold initiative, including the online sale of used ("refurbished") cars, by highlighting the rapid shift in Belgian consumer behaviour.
Our Approach
- Harnessing data for headlines: we used Cardoen's verifiable sales data (progressing from negligible online sales to 1 in 10, and up to 15% of transactions completed digitally) to craft a compelling, fact-based narrative about market transformation.
- The trust mechanism: the centrepiece of the media angle was the unique, customer-focused "14-Day or 1,000 km Return Guarantee." This was strategically presented as "Belgium's longest test drive" to address the primary consumer concern: the risk and absence of a test drive in online car purchasing.
- Contrasting expert views: the CEO's message was deliberately set against the scepticism of industry experts and competitors. This approach enhanced the newsworthiness of Cardoen's achievement, positioning Gommeren as the leader successfully challenging established norms.
- Innovation in used cars: we emphasised the transparent online sale of used vehicles ("refurbished"), including detailed photographic documentation of every scratch. This reinforced the theme of digital transparency at Cardoen.
Our Results
- Pioneer status achieved: Cardoen was publicly recognised as the definitive market leader driving digital adoption in Belgian car sales, setting the pace for competitors.
- High-impact media placement: Secured prominent, in-depth coverage in a major news outlet (HLN), leading with the quantifiable shift in consumer behaviour that substantiated the CEO's vision.
At Brum Smith, we help brands turn their innovations into compelling stories.
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