By CRM staff
Toronto, Ontario – April 16, 2019 – Fix Auto is building upon its "first words that should come to mind after an accident" campaign for the fourth year in a row.
This year the banner has come out with two brand new television commercials that spark humour to the situation instead of stress or fear.
It's never a pleasant situation when your vehicle is in need of repairs, but Fix Auto endeavours to make the process as simple and stress-free as possible. The ‘first words” campaign for Fix Auto has proven very memorable with the public as the results of brand research support. “People remember our advertising in record numbers, correctly and positively associating it with the Fix Auto brand. It’s fantastic to see it actually breaking through with the public,” Zalec says. Latest research results show a national average of 67 percent of all respondents recognizing the advertising correctly associate it with Fix Auto!
“It’s really an evolution and extension of our strategic marketing and communications program into new and more responsive mediums,” shares Alexandra Zalec, vice president of marketing for the Fix Automotive Network (FAN) Canada. “Our goal is to entertain people and do so along avenues that are meaningful to them and to our brand. We want them to remember Fix Auto positively when they have a need for our collision repair services.”
The commercials are currently running on varying mass media nationally along with a heightened presence regionally in more targeted mediums that better reach local consumers. “Media is generally quite fragmented today both across the country and across varying audiences,” Zalec continues “It’s important for us to reach the franchise communities in which we operate with our presence and support.”
This was the driving force behind the decision to evolve the Fix Auto marketing strategy with an increased regional focus on traditional and digital mediums, along with collision related content delivery and sponsorships.
“You can’t merely spend all the budget on mass media and be done with it.” Zalec adds “The world doesn’t work that way any longer. The consumer doesn’t live that way any longer. Fix Auto is about innovation and true value delivery to the franchise network at all levels; at the shop, from our corporate supports, and in our marketing communications."