Consumer campaign for Traxio

"Create a campaign to bring the Eco-Expert label to the attention of consumers" — that was the briefing from TRAXIO: the federation of the automotive sector and related sectors in Belgium.

What is an Eco-Expert?

With Eco-Expert, they want to set a new standard to help consumers drive their car longer and more sustainably. This also stems from the insight that the average age of a car is 10 years and that vehicle inspections lead to a lot of frustration. With Eco-Expert, they set a new standard by training and certifying garage owners as an Eco-Expert.

For the consumer, this offers:

more peace of mind and transparency.
Instead of verbal advice alone, the Eco-Expert provides a written Diagnostic Report with exact measurement results. This puts the facts in the consumer's hands, so they no longer have to trust a garage owner "blindly on their word," but can make the right decisions themselves.

no major costs down the line.
By having the engine checked annually, small problems can be detected before they become "big and expensive." This prevents unexpected repairs and high costs in the long run.

A longer relationship with your car.
Traxio wants to help consumers extend the lifespan of their car. A healthy, well-maintained engine consumes less fuel and emits fewer harmful substances, which is good for both the wallet and the environment.

Creative concept and research

How do you bring a 'sensitive' and 'low interest' topic to the attention of consumers? Eco, exhaust tests, sustainability... the average consumer switches off the moment they hear or read those words alone. We tested this assumption by conducting street interviews. During the concept phase, we developed multiple conceptual campaign directions through co-creation, each with its own visual language and message. In collaboration with Traxio, we chose a universal theme that always captures attention: love ❤️.

We first lead the consumer astray by letting three characters speak who appear to be experiencing 'problems in love.' The twenty-something who has just started a new relationship but is already having doubts. The forty-something whose long-term relationship has fallen into a rut. And the sixty-something who rediscovers an old love. This draws attention to our subject. Then the 'love story' unfolds and you discover that the loved one being spoken about is their car. In this way, the campaign links the theme of love to 'the love for your car.' We tell how, out of pure love, you can keep driving trouble-free for as long as possible. With the Eco-Expert as an independent expert.

Urgency for conversion

In the action phase of the campaign, we focus specifically on the vehicle inspection. A major source of frustration for many drivers. There are more than hundreds of thousands of re-inspections per year, meaning that 1 in 5 consumers has to deal with this. An Eco-expertise helps the consumer to obtain an independent Diagnostic Report before the inspection, so they are prepared. By running ads targeting the frustrations around the inspection, we drive a large amount of traffic to the website.

Pilot campaign as a pre-test

In order not to rely on assumptions alone, but to be certain of the success of the nationwide campaign, we already ran a pilot campaign in the summer of 2025. In two regions, we pre-tested the media deployment, ads and conversion funnels on the website in order to collect valuable data. These results helped Traxio to make the right choices regarding target audience segmentation, channel selection and campaign message. In Q2 of 2026, the campaign will go live in Belgium in two languages.

Services

To arrive at a 360-degree campaign, materials were developed that Traxio can work with for years to come. Below is a selection of the services we provided:

• Concept development & positioning of Eco-Expert
• Production of campaign visuals & videos
• Design and development of www.ecoexpert.be
• Campaign strategy and media plan
• Design and production of ads for use on Meta and Google Ads
• Design and production of POS materials for use in garages
• Media buying & management
• Campaign tracking & reporting
• Materials for trade fairs and exhibitions
• Design for out-of-home deployment