You know how you’re always stumbling upon a local auto repair shop around every corner in the city? Sure, most car owners have their FUNDI’s number saved for those quick car fix-its. But what happens when their neighborhood mechanic isn’t around? And let’s be real, haven’t you sometimes wished the garage next door did a better job, or did it quicker than a snail’s pace?
That’s the exact puzzle we aimed to solve when devising the footfall strategy for ‘At the Wheel.’ We considered what every car owner craves – convenience, reliability, trust, and quality. With these core elements in mind, we successfully developed a brand campaign that positioned the client as the smart option for those looking for high-quality fitment services that are affordable.
Strategy + Copywriting + Character Development + Creatives
The Insight
PISTANTHROPHOBIA is the fear of trusting people due to past experiences. With the market ascribing particularly high value to certain elements of their experience when it comes to servicing their vehicles -a brand with attributes such as consistency, accuracy, professionalism, reliability and processes simply needed the right packaging to attract prospecting customers.
Our Approach
People may not recall your words or actions, but they will always remember how you made them feel. Using this principle, we turned our competitors’ weaknesses into our strengths. We emphasized the brand’s unique strengths – high-quality services provided by trained experts, all within Dar’s most transparent and welcoming fitment center.
The Output
Our journey led us to the creation of a unique brand mascot, a character inspired by the familiar-looking strong Fundi. But this wasn’t just any Fundi; ours is a seasoned pro, a paragon of efficiency, and a master of process. This Fundi is ‘Automotivated’, and geared towards delivering superior car services.
A New Brand Asset
As part of our ongoing brand development initiatives, we created a 2D brand ambassador. This character was carefully crafted to serve as the personification of the brand, appearing as the friendly face and voice of At The Wheel. Our intention was to leverage this character across various communication channels to promote products and services, provide valuable insights on car care and maintenance, and announce exciting sales offers. Our objective was to reinforce brand identity and establish a consistent and relatable presence for our audience -by incorporating this animated brand asset.
