Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

2014 SILVER

Keep Your Toyota A Toyota

Its a universal truth that people expect to get ripped off when visiting automotive service centers. In a category where trust is a significant competitive advantage, auto service providers seem to be actively working to undermine it. How do you increase dealer service traffic in a situation like that? You reinvent your brand, give your owners a trusted ally to help them decide to keep their Toyota a Toyota, and drive 400% higher visitation intent versus competitors, and a 9.3% repair order increase in the process.

Brand: Toyota Parts and Service
Client: Toyota Motor Sales
Agency: Saatchi & Saatchi LA
Language: English

2014 SILVER

Car Creation

You trawl through your competitors product disclosure statements and discover that many dont insure drivers for parts that are covered as standard in NRMA Insurances policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers dont cover. 12 weeks later youve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Brand: NRMA Insurance
Client: Insurance Australia Group
Agency: Whybin\TBWA
Language: English

2014 BRONZE

Drive a Firestone

Firestone existed in a cluttered category of tires and car maintenance, where competitors were urging consumers to "fix it and forget it." Firestone changed the conversation about maintaining your car from a burden, to an act of pride. They encouraged people to celebrate their older cars and to let Firestone help them run newer, longer. Over a year, tire sales increased 6.9%, Firestone had the highest jump in brand consideration among its competitors, and saw a 197% YOY improvement in website traffic.

Brand: Firestone
Client: Bridgestone Americas Tire Operations
Agency: Leo Burnett/Arc Worldwide
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables