To increase customer traffic at the Strohbücker car dealership and clearly differentiate it from the competition, Pilotfisch developed the upper funnel campaign ‘Wabi-Sabi’ for Strohbücker. At its core is a specially created brand character that is used as a likeable ambassador in digital and analogue measures, thus creating visibility and recognisability.

The campaign combines creative storytelling with broad media implementation. With ‘Wabi-Sabi’, the Strohbücker car dealership gained a unique brand character that combines the Japanese roots of the Mitsubishi brand with modern pop culture and was brought to life with the help of AI-supported image and video production. It is intended to accompany the car dealership in the long term.

The character is used at numerous touchpoints: as a mainmotive in social media campaigns, in moving image formats for digital channels, in print advertisements, on posters, in vehicle lettering and at local events. The result is a campaign with high recognition and regional visibility that appeals to customers in a variety of ways and positions the medium-sized car dealership as a strong brand – approachable, recognisable and competitive.