Otto- car subscription
Accelerating from 0 to 300 with smart strategy and standout storytellingy
The
brief
Accelerate brand impact with strategy-led marketing from day one
Otto is a car subscription start-up based in Dubai. Launched in May 2023, it entered a saturated market as a challenger brand with a bold ambition: to rethink car ownership and stand out from the crowd. We were brought on board to deliver a robust brand strategy, a results-driven marketing plan, and engaging social media campaigns that would capture attention and convert interest into action.
We were brought on as the retained lead strategist for Otto, a car subscription start-up, to ensure the brand and marketing strategies work in concert to build awareness, drive conversion, and nurture long-term loyalty. Our role spans strategic direction, campaign oversight, and ongoing optimisation, acting as a key advisor to the founding team as the business scales.
What we
do
Fuel growth with sharp messaging, journey mapping, and channel optimisation
We lead the development and day-to-day marketing direction for Otto, working closely with the founding team and key delivery partners. Our first step was to refresh the brand strategy to ensure messaging was clear, resonated with the target audience, and stood out in a competitive market.
We mapped the full customer journey, from app download through to subscription, to identify drop-off points and develop communications that actively support conversion. Alongside this, we designed the email marketing strategy, building targeted nurture flows based on user behaviour and ensuring the registered user base remains actively and meaningfully engaged.
To improve discoverability, we introduced and now manage both SEO and ASO strategies, working with relevant teams to optimise performance across the website and app stores. We’ve also shaped Otto’s offer strategy, helping to develop promotions and service bundles that meet audience needs and reflect evolving market opportunities.
In parallel, we are developing a community and advocacy programme to re-engage lapsed users, turn current users into advocates, and build lasting loyalty. We create and maintain the annual marketing strategy and provide strategic oversight for all monthly campaign activity.
Our work also includes evaluating campaign performance and reporting on insights that inform future direction and identify opportunities for ongoing improvement. Throughout, we collaborate across teams, including website and product development, social content creation, and paid media planning, to ensure strategic alignment and consistent brand execution at every touchpoint.
The
result
Built traction, trust, and a subscription base from the ground up
In its first year, Otto grew from 0 to 300 subscriptions per month, a high achievement in a highly competitive category. The brand has built a strong engagement and has strong follower growth across social platforms. Its story and values come to life in everyday content, building trust and affinity with its growing audience. Otto won two accolades at the Transform EMEA Awards, a proud reflection of the power of strategy-led brand building and storytelling done right.