Launching a new brand is never easy. Rebranding a national name is even harder. So when Kmart Tyre and Auto Services rebranded as MyCar, they needed an agency that could do it all: strategy, creative and production.
The MyCar marketing team envisioned a multi-channel campaign that would keep existing customers happy and inspire new ones to give them a spin.
Let’s be real. Nobody likes getting their car services or their tyres replaced. We tapped into that anxiety to give our integrated campaign a trustworthy and authentic voice that we knew would resonate.
With a creative strategy born from an understanding of customer perspectives, our campaign was executed consistently across all media and advertising channels. It featured a no-fuss aesthetic, human tone of voice and zero pushy sales pitches and petrol-head jargon.
MyCar’s relaunch campaign shaped a national brand into a relatable, trustworthy name. The tone of voice developed for the campaign helped shape and drive home the brand’s core marketing messages.
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