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An integrated campaign for: Hella Gutmann.

The picture shows the product mega macs X from Hella Gutmann. The product is black and has a characteristic green design element. The product is shown floating freely in the black room and carefully illuminated for a high-quality presentation. | © wob AG

A New Diagnostic Tool for the Workshop of the Future.

Hella Gutmann, a leading provider of diagnostic and repair solutions in the automotive sector, faced the challenge of introducing its flagship product, the mega macs X, to the market. The mission: to provide independent workshops with a future-proof solution for multi-brand diagnostics through a compelling and memorable campaign that positioned the mega macs X as the ultimate flexible workshop solution.

Creative Concept: Maximum Flexibility Tailored for Workshops.

The integrated campaign aimed to present the product with a completely fresh approach and deliver a clear message: the mega macs X represents maximum flexibility in vehicle diagnostics. This was visually reinforced with a distinctive black-and-green colour scheme and high-quality, dynamic product photography. These elements became the cornerstone of the communication strategy, positioning the product as a state-of-the-art solution that combines modern design with unparalleled adaptability.

This image shows a 1/1 advert as an example of communication measures for the launch of the mega macs X product. It shows the black mega macs X with its characteristic green design element on a black background. The headline reads "Extremely flexible: mega macs X" in line with the product's launch positioning.
This picture shows the black and green mega macs X product from Hella Gutmann from eight different perspectives, with high-quality lighting on a black background. | © wob AG

Multi-Channel Approach for Maximum Reach and Engagement.

  • Building Awareness: The first step was to introduce the mega macs X to a wide workshop audience. Through paid channels (trade press) and owned platforms (website, sales materials, social media, newsletters), the product launch reached its target market. Ad campaigns and visuals emphasised its "extreme flexibility" and showcased the product in a premium, polished style.
  • Virtual Product Launch: With in-person trade shows cancelled due to the pandemic, the launch took place via the digital event #ZUHAUSMESSE Werkstattshow. Featuring well-known presenter Lina van de Mars, the event provided a unique and engaging experience. Here, you can watch a recording of the trade show: Hella Gutmann Solutions GmbH: repair shop show 2021 (hella-gutmann.com).
  • Seamless User Journey and Lead Generation: From the registration phase to the event itself and post-event communication, digital channels were carefully orchestrated to avoid disruptions and optimise the registration process. Post-event follow-ups targeted additional on-demand viewers and generated qualified leads for the sales pipeline.

The Human Touch: A New Era for Workshops.

The campaign placed workshop professionals' needs and challenges at its heart. With its flexible licensing model and versatile applications, the mega macs X offers workshops a modern approach to multi-brand diagnostics. The messaging underscored how the mega macs X simplifies daily tasks by providing tailored diagnostic solutions for various vehicle types, all while guaranteeing maximum flexibility.

This image shows a tattooed arm holding the mega macs X in front of a black background. This motif was used to communicate a digital event hosted by Lina van de Mars, who is very well-known and popular in the target groups - the tattoos were a reference to this. | © wob AG
Here you can see a tablet and a smartphone with examples of advance communication for the digital live event #Zuhausmesse

Compelling Results: A Strong Start for the mega macs X.

  • High Registration and Attendance Rates: 1,092 registrations and 790 live participants for the #ZUHAUSMESSE Werkstattshow, achieving a show rate of 72.3%.
  • Over 1,000 Units Sold in 2021: The successful launch drove strong market penetration for the mega macs X.
  • New Leads from the Event: 300 qualified workshop leads were generated, with approximately 20% converting into purchases.

“Never before have trade show attendants known so much about a product and its benefits. Everyone already knew about the mega macs X. That’s why the sales talks at the fairs were considerably easier.”

Questions about the project?

Let's talk about it.

The picture shows a portrait of Matthias Specht. He is wearing a dark-coloured shirt and smiling slightly at the camera. The background is dark. | © wob AG

Matthias Specht

Co-Chief Executive Officer

+49 6204 970-273matthias.specht@wob.ag
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