FIX AUTO RELEASES 2019 MEDIA CAMPAIGN
Fix Auto launches two new television commercials along with an expanded media plan.
BLAINVILLE (Quebec), April 15, 2019 – “It’s really an evolution and extension of our strategic marketing and communications program into new and more responsive mediums,” shares Alexandra Zalec, VP 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.”
Fix Auto successfully launched the ‘first words that should come to mind after an accident’ advertising campaign over four years ago and has built upon it each year since. Be it with new creative development or extending onto online video, the ‘first words’ have resonated with the viewer.
It is not a pleasant situation that results in the consumer needing auto body repair services 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% of all respondents recognizing the advertising correctly associate it with Fix Auto!
Two brand new television commercials were produced for this year and 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 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.”
Click on the video links below to view the new Fix Auto 2019 commercials.
ABOUT FIX AUTO
Fix Auto is part of Canada’s largest automotive aftermarket services network with over 270 locations across the country. Celebrating 25 years of excellence, each Fix Auto centre is owned and operated locally offering hassle-free care and services that return vehicles to their pre-collision luster and performance. Our company and our network continue to grow nationally and globally, thanks to a solid foundation based on entrepreneurship and innovation. With 680 locations around the world, Fix Auto is the global body shop network.
Manager, Communications & Public Relations
Fix Automotive Network Canada