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AAMCO
PROJECT TYPE
Integrated Campaign: Print, Outdoor, Broadcast TV, Online, Social Media
ROLE
Concepting, Art Direction, Design, Creative Direction
TRUST CAMPAIGN
AAMCO needed to update its image to appeal to younger consumers. The brand also wanted to elevate its value proposition to become the one trusted brand for ALL auto care.
PROBLEM
Extensive research told AAMCO that its primary target audience, 24- to 50-year-olds, perceived the transmissions experts as a tired brand relevant only to their grandparents’ generation.
SOLUTION
Research showed that the most effective media to spread this message was broadcast spots and web videos, followed by social media tactics appealing to a youthful audience. We therefore developed an integrated campaign that combined a hint of "weirdness" with a sense of humor that appealed to both younger and older audiences.
The campaign increased sales over 5% nationally during a then struggling economy, and 18% sales in most regions in the US.
