Wednesday 2023-08-09

The goal of every workshop is to get the vehicle back on the road as quickly as possible. HELLA has focused and optimized its processes and services in the independent aftermarket with this in mind. As "The Workshop's Friend", HELLA accompanies workshops throughout the entire repair process so that they become faster and thus more profitable.

​HELLA received the German Brand Award 2023 for its "The Workshop's Friend" communication strategy and its implementation. Likewise, the communicative transfer of the communication strategy through the video project "We got that" was honored with another German Brand Award of its own.

​In addition, this video series, which was launched internationally in June 2022, also received the Red Dot Award 2023 in the "Brands & Communication Design" category. "We are very pleased and proud to have won several prestigious awards with 'We got that,'" says Jörg Harjes, Head of Marketing Independent Aftermarket. "This validates our work. It shows that we are communicating our value proposition in an eye-catching and efficient way towards independent workshops."

​Humor paired with a clear message: The 'We got that' video series

​The video series "We got that" regularly attracts attention on social media channels: HELLA's video series on the breadth of expertise in the independent aftermarket has reached over 130 million views. In total, this consists of 14 short clips that follow a recurring, simple and memorable sequence and are now gradually being played out on all relevant social media channels. The core message is clear and simple: whatever the workshop needs, HELLA offers the right solution and stands by mechanics as "The Workshop's Friend" in every challenge. Through the staging of the "HELLA Hero" and the humorous portrayal of everyday workshop life, the concept offers a lot of potential to attract attention in the workshop target group. "The videos have a clear message, not only in the direction of the independent workshop, but also with a little wink in the direction of the wholesalers. This allows us to reach our target group effectively, increase brand awareness in the independent parts market and differentiate ourselves from the competition," explains Jörg Harjes.

​The aim of the campaign is to raise awareness of HELLA's aftermarket product range and increase the appeal of the products. To achieve this, the video series relies on consistent, emotional stories that are played out on a permanent basis. Jörg Harjes explains the long-term goal of the campaign: "We want to make HELLA a real 'Lovemark' in the independent aftermarket and thus increase demand for our products. To do this, we need to stir up emotions."

​Here are some insights into the short clips:

​Headlight kaput? The HELLA Hero is already there with the off-road light for adventure seekers.

​Starter or Alternator kaput? The HELLA Hero helps out.

​Rear lamp kaput? You guessed it, the HELLA Hero offers the right product.

​Naturally, not everything worked right away during the shoot. Here is an entertaining summary of the outtakes.

​You can watch the complete series on the HELLA YouTube channel: HELLA Group - YouTube

​Due to the advantages offered by the video concept, a sequel is already in preparation. This will increasingly address the topics of services and trends. Publication is planned for the first half of 2024.

​About the German Brand Award

​The German Brand Award is an award presented annually for outstanding brand management. The award was first launched in 2016 by the German “Rat für Formgebung” - an independent and internationally active institution for design and brand management - and is judged by a top-class panel of experts from the brand industry and brand science. The gross reach of more than 315 million contacts, the broad positive response from companies, agencies and service providers, and the more than 1,200 submissions each year demonstrate the great interest in the award for excellent brand management. Only companies nominated by the German Brand Institute, its brand scouts and expert panels can participate in the competition. There are two main disciplines: "Excellent Brands" and "Excellence in Brand Strategy and Creation.” In addition, prizes are awarded in 15 additional categories across disciplines. HELLA was honored in the Excellent Brands - Product Brand of the Year category.

​About the Red Dot Award

​The Red Dot Design Award is one of the largest design competitions in the world. Participants can enter products, brands and communication projects as well as prototypes and design concepts in three disciplines. For each award, a jury meets annually to individually review the submissions and then decide on the awards. The award includes the disciplines "Product Design", "Brands & Communication Design" and "Design Concept". Each competition is organized once a year. The submitted products, brands and communication projects as well as design concepts and prototypes are evaluated by the Red Dot jury, which meets once a year for each competition and according to their individual areas of expertise. The award winners are honored during the award ceremony, the Red Dot Gala. The award-winning designs are presented in the Red Dot Design Museums, in the online presentation and in the Red Dot Design Yearbook, among other places. HELLA was awarded in the category "Brands & Communication Design".​