How it works
It is an auction, not a price list. Here is the whole thing, in order.
- 01
Pick a panel
There are 12 of them, from a wing mirror at 400 kr a month to the whole front wing at 2.500 kr. Only a few are open at a time; the rest are released in batches.
- 02
Name your price
The number shown is what I am asking, not what you have to pay. On a panel nobody has bid on, bid whatever you think it is worth. You just cannot take a panel off somebody by offering less than they did.
- 03
Put a card behind it
Company, CVR, name, email and a card through Stripe. Nothing is charged at that point. The card is what keeps joke bids off the board, and it is the only reason no account is needed.
- 04
Wait for the clock
Each round runs 15 days. Highest bid when it stops takes the panel. A bid inside the last 3 minutes pushes the close out by 3 minutes, so the winner is whoever will actually pay most, not whoever has the fastest connection.
- 05
Send your artwork
If you win, you pay the first month plus the one-off vinyl fee, and email me your logo. I print it, fit it, and send you a photo of it on the car before I drive off.
- 06
It drives
About 11 weeks around Copenhagen. You get a photo drop every month, and your panel is in the frame of everything I film around the car. Then it goes back up for auction at whatever it last sold for.
Why an auction and not a price
Because I have no idea what a bonnet on a rusty Polo is worth, and neither does anybody else. A price list would be a guess. An auction is twelve small markets finding out, in public, and the answer changes as more people see the car.
A panel never goes back on sale for less than it last sold for. If the bonnet opens at 2.500 kr and goes for 4.200, that is where it opens next time. The car gets more valuable as more brands ride it.
Winning, and being named
Winners are congratulated on the board straight away, but named 7 days later. The result is public immediately; the name takes a week. Every bid stays anonymous until its round reveals.
What you are actually buying
A panel on a car, and a place in the content made around it. Not a guaranteed number of impressions, and not a media plan. I keep route logs and will show them to you before you bid a krone, but this is a car that drives around a city, not a billboard with an audit.