Communication in Turkey: From Specialty Product to Automotive Brand

In Turkey, ORAFOL has achieved something unusual for a traditional B2B company serving professional customers: car owners now specifically ask for ORACAL® when they want their vehicles wrapped. Workshops actively promote the brand, and what was once a highly technical product has evolved into a visible promise of quality. The driving force behind this transformation is a small local team that has combined social media, digital services and strong partnerships to build an entirely new brand ecosystem.

Today, anyone having a vehicle wrapped in Turkey is increasingly likely to request ORACAL® by name. For ORAFOL, this marks a remarkable shift. Traditionally, the company's products have been known primarily among professionals—installers, distributors, sign makers and industrial partners. Yet in Turkey, the automotive business has accomplished something few B2B companies ever achieve: ORAFOL has become a brand recognised and trusted by end consumers.

Behind this success is not a large marketing department, but a close-knit local team. Together, Alper Öztürk, Can Tunca, Field Sales Manager, and Turan Metin, Technical Manager, have created a digital platform around ORAFOL's automotive films, built a thriving community of installers and customers, and redefined how the brand connects with the market.

Cars = Emotion

ORAFOL already had a strong presence in Turkey. Professionals knew the company well through its digital printing films, reflective materials and industrial adhesive tapes. The traditional business model worked exactly as intended: ORAFOL supplied distributors, distributors supplied installers, and installers served the end customer.
The automotive films business followed the same pattern. Car owners rarely encountered the ORACAL® or ORAGUARD® brands directly. They simply visited a wrapping shop, requested a full vehicle wrap or paint protection film, and left the choice of material to the installer.
"Most paint protection customers had virtually no relationship with ORAFOL's products," recalls Öztürk. "I thought—why not change that?"
The automotive sector offered the perfect opportunity. Few product categories are as emotional as cars. In Turkey, vehicles are more than just transportation—they are expressions of personal identity, symbols of success and major financial investments. Owners want to personalise them, protect them and preserve their value.
There's also a practical reason. Because cars are comparatively expensive in Turkey, paint protection film is not considered a luxury but a sensible investment in maintaining resale value.
"People in Turkey care deeply about how their cars look," says Öztürk.

Alper Öztürk, Digital Marketing Specialist at ORAFOL Turkey:

"Turkey is more than just a strong market for ORAFOL. It demonstrates how a technical brand can become something people know, recognise and genuinely trust."

"ORACAL®, Please"

"People's passion for their cars gave us the perfect opportunity to turn a technical brand into one that consumers actively recognise and trust," explains Öztürk. "Our strategy was simple: create demand from the customer side. Drivers would walk into a wrapping shop already knowing ORACAL®—and ask for it by name."

That required a completely different approach to communication. Technical data sheets, product specifications and installation instructions remain essential, but they do little to engage someone scrolling through Instagram looking at beautifully wrapped vehicles.

"That's why we focused on strong photography and video content."

From Dealer to Brand Ambassador

Creating consumer demand through Instagram and other social media platforms only works if customers encounter the same brand promise in the real world. That's why ORAFOL's Application Centers play such a vital role.
Today, ORAFOL partners with 65 independent authorised workshops across Turkey. Becoming an Application Center requires meeting strict quality standards, including clean facilities, professional workmanship, excellent customer communication and consistent reliability. In the PPF segment, these partners work exclusively with ORAFOL's paint protection film.
"We don't simply call them Application Centers," says Öztürk. "We call them our community. They're not ordinary dealers—they're our brand ambassadors."
That community has become one of ORAFOL's greatest competitive advantages in Turkey. Many Application Centers actively promote ORACAL® across their own social media channels, showcasing installations, products, packaging and branding—not because they're paid to do so, but because the brand adds value to their own businesses.
ORAFOL Turkey supports them with marketing materials, graphics, direct communication and workshops. The result is something rarely seen in B2B markets: genuine brand loyalty throughout the entire value chain.

Customer Testimonials

"I first heard about ORACAL through online advertising. I chose ORACAL because it's an established German brand whose professional quality immediately inspired confidence."

"I chose ORACAL because, to me, it represents genuine German quality, maximum protection and exceptional attention to detail."

300 % Sales Growth Through Digital Channels

ORAFOL Turkey relies heavily on performance-driven social media campaigns, particularly on Instagram, supported by Facebook advertising. The results speak for themselves.
Sales across the automotive product categories have grown by 300 percent. The local website attracts high levels of daily traffic. Most importantly, customer behaviour has fundamentally changed.
Consumers now ask specifically for ORAFOL products. They want to verify authenticity through the QR system. And they increasingly associate the ORACAL® brand with German engineering, manufacturing expertise, reliability and peace of mind.
For ORAFOL, the Turkish success story represents far more than an outstanding local market performance. It demonstrates what can happen when local subsidiaries are empowered to develop solutions based on a deep understanding of their own markets.
A small team has transformed a technical product portfolio into a customer-focused ecosystem built on lasting value.
As Öztürk puts it: „Advanced technology and premium quality are the foundation of our products. In the long run, however, what truly sets us apart is the trust in our brands, a strong community, and genuine customer loyalty.“

A Website Designed for Car Owners

To support this strategy, the Turkish ORAFOL team developed a dedicated local website tailored specifically to motorists. Visitors can explore colours on real vehicles, visualise different finishes, locate their nearest authorised wrapping workshop—known as an Application Center—and make contact directly.
What began as product information has become a genuine digital brand experience.
Another cornerstone of the strategy is a digital warranty and verification system. Every PPF package carries a unique QR code that can only be activated once. After installation, the authorised Application Center registers the vehicle in the system. Customers then receive an SMS from ORAFOL allowing them to verify both their warranty and installation details on their smartphone.
The system also confirms the authenticity of the product—a growing concern as ORAFOL's success has led to counterfeit paint protection films and even fake warranty cards appearing on the market.
With one simple digital solution, ORAFOL Turkey gives customers confidence that they have purchased a genuine, high-quality product.
The benefits extend beyond authenticity. ORAFOL remains connected with the customer long after installation, following up via SMS, gathering feedback and responding quickly if any issues arise.
"That was a defining moment for us," says Öztürk. "For the first time, we had a direct relationship with the end customer."

Customer Testimonials

"I first discovered ORACAL through social media and recommendations from people I trust. I chose the brand because of its strong reputation and because it's recognised as a reliable, established name."

"I came across ORAFOL while researching different PPF brands online. One of the main reasons we chose this ORACAL Application Center was the professional, informative way they explained every step of the process."