Collision repair was low-interest for consumers, who didn’t need a body shop until after they’d been in a collision.
We identified that car accidents not only cause physical destruction – they cause emotional responses, too.
The strategy was to make these individuals think about what they would do if they were in a collision, and imprint the Fix Auto brand as their go-to solution. We developed “quick hit” consumer interceptions in targeted, live media environments associated with collision-specific sports, traffic and rush-hour weather reports, and in-game racing. The media idea was an extension of the creative idea by virtue of its memorable association with a collision: “Fix Auto, the first words that should come to mind after an accident.”