CLIENT

CARFAX is a U.S. company that offers its services in Europe under the name CARFAX Europe GmbH. The company has information on over 300 million vehicles across Europe, and more than 1 billion worldwide. Its goal is to achieve a more transparent used car market and, consequently, facilitate safer road traffic for everyone.

It also collects data from over 112,000 sources throughout Europe and North America, such as governments, insurance companies, and vehicle repair shops, to generate comprehensive historical reports.

OBJECTIVE

Its main goals are:

  • Launch and present the company CARFAX in the Spanish market.
  • Obtain editorial coverage in the media (earned media, not advertising) achieved with interesting and objective messages that demonstrate CARFAX’s knowledge of the used car market in Spain and Europe, and its indisputable leadership in its niche market.
  • Define: CARFAX = Expert in the used car market.
  • Consolidate CARFAX’s profile to make it the leader in the used car market and bring the company closer to decision makers in developing an effective network of insurers and other financial agents.
  • In the long term, ensure that “Having the CARFAX of a vehicle” becomes a generic term in the Spanish used car market.
STRATEGY

The main strategy is based:

  • Through the “Thought leadership” technique, consolidate the company as a leader in its market by demonstrating its knowledge, ideas, and opinions, as well as the importance of its product for road safety.
  • Develop a press meeting plan to introduce CARFAX to the media and analyze the possibilities of interviews and meetings, whether virtual or in-person, with CARFAX spokespersons to increase brand awareness and position the company as one of the leaders in the sector.
  • Proactively suggest to CARFAX to draft press releases that are appealing to journalists, using data from their vehicle reports, specifically from Spain, with relevant market data on used cars in our country, along with research providing more information available from other sources. The presentation of data should be attractive to the media but requires identifying and always citing sources.
  • Disseminate the information to the media with a cascade strategy, starting with one of the major news agencies that distributes information among its network, and decide to send press releases to the media after this agency to respect the embargo.

Also by arranging a plan for press meetings to introduce CARFAX to the media and explore the possibilities of interviews and meetings, either virtual or in-person, with CARFAX spokespersons to increase brand awareness and position CARFAX as one of the leaders in the sector.

  • General media: El País, El Mundo, ABC, El Periódico, Agencia EFE, 20 Minutos, La Sexta, etc.
  • Economic media: elEconomista, Expansión, Bolsamanía, etc.
  • Sports and Motor media: El Mundo Deportivo, Motorpasión, Autobild, Motor.es, Motor 16, etc.
ACTIONS

Between September of 2022 and December 2023:

  • 21 press releases were published in 16 months.
  • A total of 538 impacts from the publication of press releases in general and specialized media, 7 on radio, and 5 television appearances, along with 6 executive interviews and 3 opinion articles.
  • A press meeting in November 2023 with 16 national and specialized media outlets.
  • Intensive monitoring of the media to secure new editorial opportunities.
RESULTS

     Total of estimates potential audience: 11.319.022.980    

Total of impacts: 538

TESTIMONY

“You have achieved great results and laid the foundations for continued success in our public relations efforts in Spain. There is always room for improvement on both sides, but I believe what we have accomplished together in the past four months has been truly impressive. Let’s improve even more in 2023 and make sure everyone knows about CARFAX when buying used cars. Here’s to a successful 2023!”

January 2023

“The results are incredibly good, very good. Thank you so much for making this possible!”

November 2023

Marcel Rotzoll , PR Specialist CARFAX Europe GmbH
CONCLUSION
  • Facilitate, within 15 months, a firm establishment in the Spanish market, creating a solid foundation of company knowledge among the media.
  • Consolidate the company as a market leader through the “Thought leadership” technique by demonstrating its knowledge, ideas, and opinions as an expert in the used vehicle sector.
  • Highlight the social value of its products due to their contribution to road safety.
  • Manage and leverage available data to find attractive and publishable content, not only for specialized press but also for general media. This has resulted in a total of 538 impacts across all types of media.
GRAPHIC MATERIAL