XPEL, 'Challenge your drive', brand and campaign by Schwung
From invisible product to brand.
"Challenge your drive."
– The campaign pay-off
Every now and then you get a project to really sink your teeth into, the cherry on top. XPEL is one of those. In a pitch we were asked: how do you position this paint protection film better in the European market? Tricky, because it's an unknown and invisible product, and the American approach didn't connect with European car culture.
We built from brand strategy and personas to the concept 'Challenge your drive', and from there the entire campaign: two commercials, a brochure, ads, a poster and banners, a campaign website and a geofencing-driven online campaign. Launched in the Netherlands, now active in seven European markets, with ongoing SEO content marketing.
This is not America.
XPEL is a listed company with American roots. There they're big and paint protection film is a familiar product, certainly in the exclusive segment: think of the Lamborghini and Ferrari drivers. That fits American culture. In Europe it's a different story. The potential is huge, but we Europeans simply don't know the product or the brand. For now, only the true enthusiasts in the top segment already opt for paint protection.
The win lies in the segment below: the Volvo, BMW and Audi drivers. How do you get them to choose XPEL too? Until then the market was worked 'the American way', with hard-hitting product USPs and pictures of supercars. Just like the competition (SunTek, Hexis, 3M), all the same benefits, pushed through the dealer network. To grow, XPEL had to step out of that product battle and become a brand in its own right, with a story that speaks to the consumer directly.
From product value to brand value.
The brand first
We started with a brand analysis and strategy: who is XPEL, what is the promise and how do you stand out in a market where everyone is shouting the same USPs? The answer: add brand value on top of product value.
- Online brand analysis, Golden Circle (Sinek) and Jung's archetypes
- Proposition, competition and market picture
- From 'elite group' to a broad target audience
What drives the buyer?
It's not about the film, but about what it does for you. We translated the audience's deeper driving forces into personas and linked each drive to a product benefit. That way an invisible product suddenly became personal.
- Personas based on driving forces and archetypes
- Drive linked to USP: self-healing, stain-resistant, guarantee
- Peter (adventure, 'no sweat') and Thomas (control, 'no risk')
Challenge your drive
'Your drive' is your car and your driving force in life. The audience loves a challenge and won't settle for less. The pay-off links that ambition to the product: take on any challenge without a worry, because your paint stays flawless.
- Pay-off 'Challenge your drive', endline 'Protect everything'
- Bold, cinematic visual language in black and XPEL gold
- Translated into 'No sweat' and 'No risk'
From commercial to dealer
Film only goes on a new car, so the moment of buying is the crucial point of decision. But how do you find a buyer at that stage? Simple: at the car dealership. With geofencing we traced devices that had been at a dealer and sent them targeted display ads, landing on the campaign website.
- Two commercials, a brochure, ads, a poster, banners
- Campaign website with conversion tracking
- Geofencing and display, measured together with Yellow online
Two driving forces, two stories.
Not everyone buys for the same reason. The adventurer seeks freedom, the planner seeks certainty. By giving each their own film and message, XPEL speaks to every buyer on their own drive.
Peter, the adventurer
Into the woods with friends, the mountain bike on the roof, the car through the mud. No worries, it can take it. Peter enjoys it with peace of mind, because his paint stays protected.
Thomas, the planner
Always well prepared, that's his recipe for success. Stone chips and bird droppings don't bother him anymore: with XPEL he runs no risk at all and his car keeps looking brand new.
Two films, two drives.
The heart of the online campaign revolves around two great commercials. Personas Peter and Thomas play the lead roles. Humour and slick shots connect the drive to the product properties.
One story, on every channel.
"It's not about the product, but about what it does for you. Drive is the starting point of motivation."
Role, client, market.
Client
XPEL paint protection film
Role
Brand strategy, concept, creative & campaign
Market
Netherlands, France, Spain, Germany, Italy, Belgium & Poland
Online
SEO content marketing
Frequently asked questions about the XPEL case
What did Schwung do for XPEL?
Schwung developed the brand strategy, personas and campaign concept 'Challenge your drive' for XPEL, plus the creative and production: two online commercials, a brochure, ads, a poster and roll-up banners, a campaign website and a geofencing-driven online campaign.
What was the challenge with XPEL?
XPEL is a major global player in paint protection film, but in Europe sales were lagging behind. The product is literally invisible to consumers and largely unknown, and the American market approach didn't connect with European car culture. The brief: make XPEL boom in Europe with a brand campaign that speaks to the consumer directly.
What does 'Challenge your drive' mean?
'Your drive' refers both to your car and to your driving force in life: freedom, beauty, control. The target audience loves a challenge and won't settle for less. The pay-off links that personal drive to the product: with XPEL you take on any challenge without a worry.
Why the personal drive first and only then the product?
The competitors have virtually the same USPs and product benefits and push them through their dealer network. To stand out, you have to add brand value on top of product value. So we focused first on the audience's driving forces, translated into personas like Peter and Thomas, and linked the product to those. From product awareness to brand awareness.
How was the audience reached?
Through a See-Think-Do-Care approach across multiple channels, with geofencing at its core: a digital 'fence' was drawn around car dealerships to reach people who are just considering a new car, right at the moment of decision. Alongside that, display, social and video. We did the measurement and optimisation work together with online specialist Yellow.
Which markets is the campaign running in?
The campaign launched in the Netherlands and is now active in seven European markets: the Netherlands, France, Spain, Germany, Italy, Belgium and Poland. By starting in one country and working with A/B testing, the approach could be optimised before it was rolled out more widely. The collaboration continues with SEO content marketing.
Will the next case be yours?
From brand strategy to a campaign that converts. We'd love to challenge your drive.