As Carwow evolved from a comparison site into a platform helping people buy, sell and lease cars, it launched a new brand platform built around a coined idea: ‘car-changing’.

Based on the thought that changing your car can change more than just your car, the platform gave Carwow a distinctive way to talk about all those big and small life-changing moments that come with it.

The challenge was bringing that same originality, flexibility and sense of play to German.

A direct translation was never going to cut it. Instead, we explored what the German language could do, developing platform language and campaign headlines that captured the thinking behind ‘car-changing’ rather than simply the words themselves. The result felt distinctive, culturally relevant and unmistakably Carwow.