Rebel Agency transforms a classic carwash into a future-proof brand. By perfectly aligning branding, technology and communication, XL Carwash today radiates what it stands for. Curious about our approach? Discover it here!
XL Carwash has been a fixture in Kontich and the surrounding area for many years. With a wide range of car washes, self-service bays, interior cleaning and numerous additional cleaning services, it is a popular destination for both private individuals and businesses looking to have their cars spotlessly clean. Thanks to their local prominence and excellent service Over the years, they have built up a loyal customer base.
But a company that continues to grow also needs marketing that keeps pace with that growth.
The partnership with Rebel Agency began in 2023, driven by the need for more digital professionalisation: a stronger visual identity, a better online presence and communication that reflected the quality and ambitions of XL Carwash. It soon became clear that the challenge was broader than simply a new website or a single campaign.
XL Carwash is constantly evolving. New services are being launched, customer expectations are changing, digital channels are becoming more important, and data is playing an ever-greater role in smart marketing decisions. The challenge, therefore, lies in the continuous strengthening of the whole: a consistent brand identity, strong local visibility, measurable campaigns, smart automation, active customer engagement and communication that remains in tune with what is happening in the car wash and with the customer.
Today we are supporting XL Carwash as a regular 360° marketing partner. We’re not just creating a one-off makeover, but a marketing strategy that evolves alongside the business. That’s how, step by step, we’ve become an extension of the team.
What started as a digital makeover quickly grew into a strategic partnership in which we support XL Carwash with virtually every aspect of online and offline marketing.
We took a comprehensive look at the whole picture: branding, strategy, visual identity, digital presence, local visibility, website, SEO, GEO, tracking, data analysis, performance marketing, automation, content creation, loyalty, offline campaigns, customer experience and community management.
Not a series of isolated marketing campaigns, but an integrated approach in which each channel reinforces the others.
We set about developing a complete brandbook and a updated house style which was later extended everywhere. A recognisable brand strategy is the beginning of far-reaching professionalisation.
The brandbook became much more than a style manual: it became the compass of brand identity. In it, we laid down not only the visual - such as use of colour, typography, icon set and imagery - but also the tone of voice, mission, vision and core values. This created a framework in which every design and communication idea could land.
These clear guidelines today provide a unified brand experience at every touchpoint. From advertisements to registration screens, from social visuals to invoices: everything is right. This consistency makes XL Carwash feel like one strong and reliable brand that knows what it stands for. The recognisability, both online and on location, contributes to a professional look that customers trust and remember.
We developed a new website, built on speed, usability and brand consistency. The structure was organised logically, with a focus on customer flow, packages, promotions, frequently asked questions and conversion. Everything was brought into line with XL Carwash’s updated visual identity.
The texts were rewritten with an accessible and professional tone of voice. We incorporated clear calls to action, straightforward explanations of the formulas and visual cues that intuitively guide the customer through the site. The website was optimised for mobile use and equipped with measurable goals, so that we could also conversion performance be able to follow up.
In addition, we are working on the findability. Via SEO and GEO optimisation, a well-thought-out structure and technical optimisations ensure that XL Carwash is found not only for “car wash Kontich”, but also for relevant local and thematic search queries. These include searches relating to self-service car washes, interior cleaning, car wash subscriptions, charging points, detailing, car wash tunnels, car wash promotions and local car wash services.
The website was also made more robust from a technical point of view. Among other things, we implemented Google Tag Manager, GA4 and Meta Pixel set up correctly, so that visitor behaviour, campaigns and conversions can be measured. In addition, we support the website with Rank Math, FAQs, blog structures and underlying pages that contribute to better SEO and GEO.
To optimise this further, we are also focusing on a well-thought-out SEA campaign, which we continue to monitor and adjust on the basis of data.
It also Google My Business Profile was thoroughly optimised. Opening hours and contact details were corrected, professional photos were uploaded, social media channels and the website were linked, and the FAQs were properly set up.
Making the profile professional is step 1, but it doesn’t stop there. We actively manage the profile and keep it up to date. We publish updates, promotions, blog posts, photos and visuals. At the same time, we actively follow reviews on: negative feedback is followed up, positive reviews are encouraged and made visible.
For a local player For XL Carwash, this profile is crucial. Many customers search directly via Google or Google Maps. That is why we ensure that the information remains accurate, complete, up to date and appealing.
In addition, we process GEO, or generative engine optimisation, is becoming an increasingly integral part of our approach. We ensure that information about XL Carwash is available in a clear, consistent and reliable manner at the right digital touchpoints. This includes clear FAQs, local content, up-to-date company information, structured pages, reviews, Google updates and consistent listings. In this way, we not only strengthen traditional local SEO, but also discoverability in AI search environments and smart assistants.
“A wolf is smart, sharp and loyal. It senses its surroundings perfectly and strikes at the right moment. At Rebel agency, we work the same way. When you belong to the wolf pack, you get a partner who is always by your side. Because once in the pack, always in the pack.”
XL Carwash, meanwhile, is particularly active at social media. Growth on Instagram, Facebook and LinkedIn continues to rise. To achieve this, we are building on a recognisable style with established formats for promotions, tips, behind-the-scenes content, customer testimonials, new services, seasonal campaigns and local initiatives.
We operate at various levels within social media.
Every post is driven by a specific aim: to inform, motivate, inspire, sell or engage customers. We work with a content planning where seasons, promotions, new services, local events and commercial priorities all come together.
This is how we ensure a consistent communication strategy throughout the year. No random, aimless posts, but a clear structure that fits with What’s happening at XL Carwash and with their customers.
Original photo– and video content plays an important role. We create dynamic reels about new services, refurbishments, promotions, reviews and events. These include videos of cars going through the car wash, content about self-service car washes, drone footage, customer reviews, tips and tricks from staff, campaign footage and behind-the-scenes material.
This content is used not only on social media, but also on the website, the Google Business profile, in adverts, on digital screens, in newsletters and in offline media. This allows us to get more value out of every content opportunity.
What makes XL Carwash stand out is that they close to their customers . We apply the same approach online. For them, social media isn’t just a shop window, but an extension of the customer experience.
We actively manage the community: we answer questions, follow up on comments, engage with customers and encourage satisfied visitors to share their experiences. Through this involvement Not only does the reach increase, but so does trust.
In addition, we actively capitalise on the seasons, public holidays, local initiatives and national events.
During the Christmas period, for example, we’ll be helping out promotions centred around charitable causes. Think of fundraising campaigns for children’s toys or dog food for the animal shelter. In this way, XL Carwash raises its profile not only as a business, but also as local stakeholder.
At Easter, we turn an ordinary trip to the car wash into an experience for families. As they drive through the car wash, children can spot Easter eggs hanging in the wash bay. Anyone who finds them stands a chance of winning a prize. Promotions like this foster engagement, brand recognition and a positive brand experience.
National events are also turned into specific campaigns. For the World Cup, we devised a promotion whereby customers receive a discount on their car wash for every goal scored by the Red Devils. This discount is automatically linked to their loyalty card. Customers don’t need to do anything extra. This makes the promotion accessible, clever and perfectly aligned with the loyalty scheme.
The brand experience doesn’t stop online. That’s why we’ve also rolled out the full visual identity on-site. This began with the design of new banners, stickers, info signs and displays on the site itself. All in line with the brandbook: clear icons, bright colours, short and powerful language, and a consistent visual flow.
All screens in the car washes got an update: we designed new layouts for queue screens, action displays, instructional videos and service messages. Images were professionally shot and animated to communicate quickly, clearly and visually appealing. Customers know where they stand at any time, what formulas are available and how to take advantage of them.
For additional visibility in the region, we also developed a outdoor campaign on trams running through the centre of Antwerp. The tram advertising is striking, recognisable and constructed in the updated corporate identity. In combination with local window stickers and temporary banners along approach roads XL Carwash is not only physically present, but also top-of-mind for thousands of passers-by.
In addition, we develop local campaigns that tie in with specific promotions or services. For example, the launch of the new self-service car wash bays at the Q8 in Kontich was supported by an offline campaign, leaflets distributed in the local area and clear on-site signage.
The mirror campaign at AED Studios In Lint, the project was managed from start to finish: concept, copy, design, printing and installation. This is how we ensure that XL Carwash remains visible to a local and relevant audience.
In addition, we are developing gadgets, clothing and promotional material with the right branding. Think of staff T-shirts, promotional vouchers, dashboard stickers, personalised umbrellas and other items that bring the brand experience to life.
XL Carwash innovates not only in image, but also in experience. Together we are digitising the customer flow. Customers can register via number plate recognition, making them move on faster. Payments are made automatically via the system behind the XL Laundry Pass or via subscription packages such as XL Unlimited. This minimises waiting, and regular customers get a smoother experience.
We develop clear visual guidance for these tools: from info columns to screen animations, ranging from information leaflets to explanatory videos that are also shared on social media. Communication about XL Unlimited is supported by online campaigns, social media teasers and information videos shown on-site.
A key addition to this is the loyalty and automation system via Leat. We set this up entirely with a view to customer retention, email campaigns, automation and loyalty schemes. Customers can collect XL points, promotions can be automatically linked to their loyalty card, and communications can be targeted more effectively.
This makes marketing much smarter. A campaign is no longer just a post or a leaflet, but can be linked to customer data, loyalty points, email sequences and automatic discounts. This makes every promotion more relevant and measurable.
The World Cup campaign is a clear example of this. The discount per goal is automatically linked to the loyalty card. Other special offers, promotions and loyalty campaigns can also be activated and monitored via this system.
As the collaboration is ongoing, we do not limit ourselves to a single strategy. We are constantly analysing what works, where opportunities lie and how we can make our communication even more effective.
Through Agency Analytics, we collect and analyse data from various channels. These include website traffic, social media performance, advertising results, Google Business profiles, campaigns, engagement and conversions.
We use this data not only for reporting, but above all to guide our strategy. Which actions encourage engagement? Which campaigns generate traffic? Which message works best locally? Which service deserves extra visibility? Which content encourages interaction?
By systematically incorporating these insights, we continue to refine XL Carwash’s marketing approach. In this way, we are not only building visibility, but also fostering sustainable growth.
The partnership between XL Carwash and Rebel Agency ensures a structural strengthening of the brand, communications and commercial operations. XL Carwash is now stronger both online and offline, with a clear visual identity, improved local visibility, greater measurability and campaigns that effectively engage customers.
The marketing approach is no longer spread across separate channels or individual campaigns. The website, social media, Google Business profile, offline campaigns, loyalty schemes, automation and data are now better integrated. As a result, every new service, campaign or expansion is supported more effectively and communicated more clearly to the public.
Some specific results:
The greatest benefit lies in the cohesion. XL Carwash now has a marketing structure that grows alongside the business: recognisable in its brand identity, strong in its local presence, supported by data and connected to customers through smart campaigns, loyalty schemes and automation.
In short: XL Carwash is no longer just a car wash, but a comprehensive, sustainable and digital brand. A brand with a strong local presence, which communicates professionally and continues to grow through smart marketing.
“Thanks to Rebel Agency, XL Carwash is not only a place where cars shine, but also a brand that is seen - online and offline. They think with us in every aspect, from branding to innovation, and make us a little stronger every day.”
- Guy Proost, managing director XL Carwash
