At the top of the engagement charts through boldness and creativity
Carglass is widely recognized thanks to its iconic jingle. But internal measurements revealed a decline in top-of-mind awareness among younger audiences, particularly Gen Z. How can we use social media strategically to become relevant again among Gen Z, with engagement as a tangible metric for brand awareness and preference?
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The challenge
Carglass is widely recognized thanks to its iconic jingle. But internal measurements revealed a decline in top-of-mind awareness among younger audiences, particularly Gen Z. Young people consume media differently today, and traditional channels often miss the mark. Social media, therefore, holds the key. The central question: how can we use social media strategically to become relevant again among Gen Z, with engagement as a tangible metric for brand awareness and preference?
The analysis
We noticed that Carglass had a strong focus on clarity, process, and brand consistency. That makes sense for a company where safety is central. But on social media, that approach sometimes requires a shift in mindset. The challenge was to make communication looser and more creative - without compromising the brand’s integrity.
The key? Finding the right balance between brand identity, audience insight, and platform behavior. In other words: the perfect intersection of brand, people, and medium. That’s where we needed to be.
The approach
Convincing Carglass to embrace a more creative and strategic approach to social media started with identifying the right balance between their brand universe, the world of their target audience, and platform-specific behavior. By smartly combining these three dimensions, we found a formula that truly made content work.
Within that framework, we went all-in creatively. Familiar brand elements like the jingle, the small star in the windshield, and the 2-euro coin were reimagined with humor and surprise. Think puns, absurd scenarios, and playful visuals. We deliberately tapped into pop culture, memes, and current trends - always with a wink. The result? Content that was entertaining and relatable, perfectly tailored to each channel.
Visually, we chose a fresh and flexible approach. No rigid brand rules, but a clear, playful style with recognizable brand cues. The result: a social feed that stands out, entertains, and still feels unmistakably Carglass.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The approach paid off. After a year of testing, measuring, and refining, the numbers spoke for themselves.
For comparison: the industry benchmark sits at 3.6%. Our results were so strong that we established our own benchmark at 10%, which we still exceed regularly.
The industry took notice: our approach earned two BOCA nominations - for “Best Use of Social Media” and “Best Content Design.”
