The task for AhlersHeinel: develop a mascot for northern Germany's successful SEAT and SKODA dealer. Optimally integrate the positioning of Hackerott. Develop a character, which stands for the HACKEROTT, SEAT and SKODA brands and brand values. The variety of audiences and marketing channels must also be considered ... a challenging task.
Numerous briefing criteria are determined for the new Hackerott mascot: it should be sympathetic, family-friendly, easily understood by children, equipped with an auto-affinity, as smart and clever as the products and marketing ideas from Hackerott, cute but not silly, fast and clever ... the dealership group from Hannover, already honored with numerous marketing awards, want to set a new marketing highlight.
Mascots are very effective and therefore very popular as marketing tools with direct access to the hearts of the customers. Mascots are usually stylized, often cartoon-like animal figures or fantasy creatures. The (mostly) comical advertising medium are today an integral part of corporate identity in the marketing of services, products and companies. The decisive factor is the cross-media usability:
Hackerott,'s Heppi the hare bounces around the brand new cars at each Hackerott event as a giant cuddly running figure. The drawn version is available in numerous poses for ads and online banners. The animated version is in planning. The 5 metre tall inflatable mascot is soon to be admired at the Hackerott site. What's striking about Heppi: this hare is fresh and cheeky, alert and smart, with clear and dynamic lines in eye-catching colours and with lively facial expressions.
The name development also follows a clear briefing: the name of the mascot has to be short and memorable and thus suitable for children. At the same time it should be gender neutral, funny, personable and sweet. The name must work with and without any appendages: welcome Hackerott 's Heppi the hare!
Sympathy figures, running figures and mascots by AhlersHeinel - the marketing channel with direct access to the hearts of your customers.