Aksel put three years of work on national television
A car business built from nothing walked into Denmark's Løvens Hule — and was ready for what came after.
- Aksel.nu
- Cars, Denmark
- Three years
- From startup to a name in the market
- Løvens Hule
- National television
Where they started
Aksel started with nothing that the rest of the car market didn't already have more of.
No dealership history, no showroom network, no budget worth mentioning. What they had was a way of doing it that customers liked, and three years of building on it.
The one shot
Then came the invitation to Løvens Hule. It is the kind of attention most businesses never get, and it arrives on a single evening.
It also disappears fast. Plenty of companies get their night on television and watch it run out through a site that buckles, a phone nobody picks up, and interest that has nowhere to go. Aksel decided that was not going to be their story.
How we help them change
They prepared instead of hoping. The website and the servers were built to take the load. People were rostered for before, during and after the broadcast. The offer was set in advance and made easy to say yes to.
When the programme aired, they leaned in while attention was at its highest, told the story behind the brand in their own words, and made sure every person who raised a hand that night got followed up in the weeks after.
Our part in it
- Three years of building the marketing from the ground up — the website, the tracking, the channels and the strategy that made Aksel worth putting on television
- Everything load-tested and staffed before the broadcast, with the budget, the offer and the daily reporting agreed in advance
- Advertising scaled hard through the TV weeks and eased back down, brand searches caught on Google, and email follow-up that turned 25,000 leads into first-time customers
2,800180,000
What Aksel could put behind their marketing each month, in kroner.
Monthly advertising budget, at the start of the collaboration and at its peak
Where they are now
Aksel is no longer the outsider in their own market.
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