Meineke turned to Moxie for an evolved brand position, tagline and to launch a campaign designed to encourage customers to choose Meineke as their first choice in auto care—not just auto repair.
No matter how savvy you are at life, chances are all bets are off when it comes to automotive maintenance. Rarely are you asked to spend so much money on something you know so little about, all the while standing face-to-face with a mechanic you don’t know and need to trust. The fact is, most people don’t know much about cars and how to keep them on the road, and it can leave them feeling helpless.
We wanted to show how Meineke brings people closer to the repair process and be the alternative for those who dread the vulnerability of walking into a repair shop.
We took on the elephant in the auto industry and addressed the distrust people have with car shops by emphasizing transparent customer service. Our concept was simple, “bad service doesn’t fly outside a car shop. It shouldn’t fly inside one.” Imagine if the issues we dealt with at bad car shops were felt elsewhere in our everyday life…we wouldn’t stand for it. Neither does Meineke. This positioned Meineke as a leader in trusted car care and was punctuated with the tagline we introduced to launch the campaign, “Doing Car Care Right.”
The campaign concept lent itself to endless entertaining creative narratives, with the potential to be a longstanding brand campaign. In a full agency effort, we combined data, strategy and creative to develop an entirely integrated campaign that spanned TV, social, OOH, digital and CRM, direct mail and in-store.
The campaign was a major success, launching during the opening of college football and garnering over 10 million impressions. This helped the client begin changing perceptions and gaining new customers.