Second-hand without a doubt
My Way
My Way
Buying a used car often comes with uncertainty. Has it really been checked? Can I trust it? My Way is D’Ieteren Automotive’s quality label for certified used cars. We introduced a new positioning for the brand, built around one clear promise: “Second-hand, without a doubt.” In Dutch: “Tweedehands zonder twijfel.” In French: “L’occasion sans hésitation.” We brought that promise to life through Mini My Way, an AI-powered campaign universe where tiny helpers make the brand’s rigorous inspection process visible in a playful way.
The Challenge
Research shows that 68% of consumers do not feel sufficiently informed to assess a used car, while one in four buyers never receives crucial information about safety, emissions or damage history. My Way wanted to reposition itself around what buyers value most: assurance. The challenge was to turn an invisible quality process into a distinctive and engaging brand story.
Our Approach
We created the world of Mini My Way, where miniature helpers carefully inspect every part of a used car, from the windscreen to the back seat and everything in between. Through playful storytelling, these tiny characters visualise the more than 100 checks every My Way car undergoes before being certified.
The entire campaign was developed using AI, from character design and visual style to environments and animation. This AI-powered production approach allowed us to develop the concept quickly and efficiently, while making it highly scalable across formats and channels. Only the voice recordings were produced traditionally, in collaboration with Het Geluidshuis.
The campaign launched nationally across television and online video, supported by placements on YouTube, Meta and TikTok.
Results
The campaign introduced My Way’s new brand positioning to the Belgian market and established Mini My Way as a distinctive creative platform for future communication.