THE POWER OF STORYTELLING
From “Hidden Service Provider” to industry opinion leader – The Eurowag Story
THE CHALLENGE
Eurowag is one of Europe’s leading toll, digital and financial service providers, helping make the road transport sector simpler and more efficient. Although tens of thousands of companies rely on its solutions, the brand’s communication had long been predominantly product-oriented, lacking the kind of strategic narrative that could build expert positioning, trust, and visibility.
The industry itself is narrow, fragmented, and difficult to reach: transport company executives and logistics professionals are short on time and often skeptical toward corporate communication. The challenge was how to position a fintech service provider in a way that would engage decision-makers in meaningful dialogue and elevate the company from a mere service provider to a market-shaping player.
THE SOLUTION
In response to these challenges, our goal was to move beyond traditional, product-focused B2B communication and develop a proprietary communication platform owned by Eurowag—one through which we could address industry decision-makers with human-centred yet data-driven content. The company aimed to implement an international communication strategy built on a unified message framework, while still capable of delivering locally relevant stories and professional insights in each market.
This ambition resulted in the creation of the Transforming Transportation 2024 report: a professional publication based on case studies and insights from nine countries, serving simultaneously as a strategic narrative and a credible expert resource.
The campaign built around the report was implemented as a multi-channel, interconnected system coordinated by the Czech lead agency, with strong participation from local partners across the various markets. The central strategy relied on Eurowag’s first proprietary market study, which defined a unified visual identity, coherent messaging, and a content approach that combined data-driven insights with emotional resonance.
For the Hungarian adaptation, additional emphasis was placed on establishing strong local relevance: producing domestic customer stories and interviews, contextualising the report for the Hungarian market, and positioning the newly appointed country manager as a respected expert voice.
The communication relied on a broad set of tools. In addition to PR coverage and press events, digital activities such as a multilingual microsite, email campaigns and social media content played a key role. Content marketing elements—including case studies, infographics and customer interviews—further strengthened brand visibility. These were complemented by social and influencer activities, as well as continuous offline presence at conferences and partner events.
Together, these elements ensured that the campaign not only reached but meaningfully engaged industry decision-makers—marking the beginning of Eurowag’s transformation from service provider to recognised opinion leader.
RESULTS
The campaign exceeded most objectives at both international and local levels. Globally, it generated more than 1,300 qualified leads from report downloads, achieved a 30% email open rate, and attracted nearly 6,500 visits to the microsite. On social media, it reached over 92,000 impressions and generated more than 10,000 interactions, while achieving 846 media mentions with a total of 732 million OTS—a record level of visibility for the company.
In Hungary, more than twenty relevant media appearances were secured, significantly exceeding expectations, and 10% of total microsite traffic came from Hungarian users. For the first time, Eurowag appeared as an expert source in leading logistics and economic outlets, while the new country manager successfully built a position as an industry thought leader.
As a result, the brand evolved from a “hidden service provider” into a trusted, visible opinion-shaping player.
The long-term impact of the campaign is that Transforming Transportation 2024 became more than a one-off publication: it is now an active tool used daily by the sales team. Its content continues to be featured across PR and digital channels, forming the foundation of Eurowag’s new content-driven communication strategy.
Today, we can proudly say that the latest 2025 edition is also being completed, in which the insights from the Hungarian market and the strategic role of our agency once again play a key part.
