Building consideration by putting the customer at the heart of the message.
Kwik Fit is the leading fast-fit specialist in the UK for tyres, exhausts, batteries and brakes. They also do MOT testing and car servicing.
While brand awareness was extremely high, this wasn’t translating into customers. As Kwik Fit’s creative agency, our brief was to increase consideration, give the brand a platform to promote its wider service offering beyond tyres, and appeal to some audiences they’d previously struggled to convince.
‘Garage world’ can be a slightly intimidating place for anyone without detailed car knowledge (most of us!), with its own language and rules of engagement. At every level, the Kwik Fit brand needed to become synonymous with a positive garage experience.
We built on Kwik Fit’s internal mantra ‘We Care’ to develop a truly customer-centric brand proposition: ‘We’re here to make everything delightfully easy’.
The resulting campaign– ‘Drive Away Happy’ – grew and evolved over a few years, across TV, radio, point of sale, outdoor, press, online and mobile.
We led with the customer benefit of a visit to Kwik Fit. Rather that talking about what we do, we talked about why we do it - shifting from a rational message to a more engaging emotional one. It meant we could talk about all the services on offer without having to lead on deals. It made Kwik Fit distinct among all the auto repair brands, and feel more trustworthy, having consumers’ best interests at heart.
73% increase in consideration
Beat all RadioGauge benchmarks for:
• emotional response
#1 brand for spontaneous recall across MOT, servicing, tyres and brakes.
+100% increase in 18-24 yr olds ‘very likely’ to choose Kwik Fit for their MOT.
+80% increase in 18-24 yr olds ‘very likely’ to choose Kwik Fit for their service.