Project description

Driving Encory to Success. Sustainability cleverly done.
According to the motto “Driving Circularity to Success”, Encory – a joint venture of the BMW Group and the full-service environmental service provider Interzero – realizes sustainable concepts for many industries across the entire value chain – including the automotive industry.
As the agency for the automotive aftermarket, we deal with sustainable concepts and change in the automotive industry on an almost daily basis. That is why we were particularly pleased to support Encory in entering the business segment of remanufacturing parts for the global IAM (independent aftermarket). The target groups are workshops, dealers and price-sensitive vehicle owners.

Approach
Encory already had internally developed analyses of personas, sales funnels, competition, etc. at the start of the joint work. As a first step, we therefore compared the results developed by Encory with the studies and analyses available to us and used them to identify opportunities for brand differentiation.
In various workshops with the management, we then developed the final positioning including the slogan and core message as well as the visual appearance and defined relevant communication channels.

Positioning
Encory is the specialist for remanufactured BMW vehicle components for sustainable vehicle repairs at OEM level and at a fair price-performance ratio. This benefits not only garages, dealers and price-sensitive vehicle owners – but also the environment. Clever customers use these advantages specifically for their success.

Slogan and message
The positioning can be found in the new slogan “Be smart. Trust in quality.“ and the message ”Premium REMAN parts for BMW”.

Corporate design
With the corporate design, we are continuing Encory’s previous CD. This creates trust and synergies and helps to build the brand. We have adapted the content of the imagery to the respective target group. The focus is on the people and the products – clear and without frills.

Communication strategy
Against the background of a limited budget, it was particularly important to define the communication strategy to the point. All measures are therefore closely aligned with the sales funnel and the relevant channels identified in the persona analysis.