The Mover

AUTObusiness is a paper periodical beloved by the Belarusians in the 2000’s and a pioneer in the automotive media in Belarus. By 2019 it had evolved into ABW.by, the 2nd most visited autoclassified in the country, and… ceased to progress. The renovation started with a technical update of the site engine itself…

1) Restart the brand through clear positioning.

2) Set a communication leader’s tone and support the image of an auto expert.

3) Present the brand’s origin by emphasizing the RTB (services) of the product.

4) Differentiate the website from the main competitor — av.by.

5) Update the logo.

The brand took advantage of its great history and appealed to the huge pool of loyal users: it refers to the unique historic name of Autobusiness in its website address "Автобизнес.бел". Realising its being reliable, innovative and efficient, a new positioning was invented to support the website promotion efforts: "The motor (mover) of the Belarusian car market". The brand has got the face of Ruslan Bagirov, one of the strongest Belarusian athletes, who became the protagonist of the launch. The concept of powerful motion is supported by the new minimalistic logo. The campaign was made in 2019.