A fully digital brand launch for the new compact campervan from the Erwin Hymer Group (EHG):
Europe’s biggest manufacturer of recreational vehicles is aiming its CROSSCAMP squarely at a young, urban target group. The communication for its market launch reaches out to adventurous digital natives in the space where they themselves communicate and gain most of their information – social networks.
Camping is a major trend. An increasing number of young adventure-seekers from urban environments are discovering the flexible way to travel that brings them closer to nature. EHG conceived the CROSSCAMP specifically for this target group. It is a compact van suited in equal measure to everyday city traffic and road trip vacations. The task facing the OSK team was to position this newcomer to stand out among the established competition.
Against the backdrop of the media usage patterns of this particular target group, the brand launch was conceived from the start to be digital. Creating sustained enthusiasm for the brand among urban adventurers called for individual content. So, the EHG and OSK team sent influencers on journeys with the CROSSCAMP – more than 20 or them so far. They tell their stories of trips throughout Europe in posts under the #vanlife hashtag, which is how Instagrammers mark their content about a young, unconstrained version of camping.
The brand presence on Facebook and Instagram bring the trips to life. Video snippets set emotional highlights and spark dialogue within the community. The influencers also share their content on their own channels, while editorial pieces on crosscamp.com offer deeper insights into their travel experiences. Visitors to the website will also find a vehicle configurator and an interface to the online shop for accessories. They can also book a test drive at their nearest dealership – thus completing the customer journey.
The strategy is proving successful. In the space of a year, the content has engaged more than 42,000 fans. The cumulative reach of the 600 images and videos posted so far stands at 1.8 million. Five million impressions on Instagram and Facebook as well as more than 600,000 post reactions underscore the success of the focused digital CROSSCAMP brand communication.
PR REPORT Award 2020 in the category „Consumer Marketing“
German Price for Online Communication (DPOK) in the category „Strategy of the year“