At a time when fewer people are working on their own vehicles, we helped Pep Boys transition from a parts and service business to focus completely on service. This enabled us to develop their new north star: to be the one communities count on to keep them moving. The brand supported this by providing what people really want when it comes to auto service: to get back on the road and on with their lives in a reasonable amount of time for a good price.
To make this promise quickly and clearly apparent to customers, we created a new red door icon. It was transformative beyond the brand’s advertising. It helped the business evolve its operations. At 1,000 locations from coast to coast, every store installed a red door. We supported this icon with messaging and brand behaviors that proved the brand was there to keep communities moving.
We revealed everything from a new logo, brand guidelines and a plan to change the experience at every store with a high-octane launch event for all the regional leaders across the country.
With the stage set to roll out the changes, that’s exactly what we did in coordination with the brand’s 100-year anniversary. We hosted centennial events in all the brand’s markets to pledge support to all 10,000 affiliates and the communities they serve. This even included fostering the next generation of technicians with $100,000 awarded in scholarships.
How do you make the brand with more convenient locations than any provider even more convenient? You follow the brand’s north star. Since Pep Boys is the one communities count on to keep them moving, we took the brand directly to the communities. With the introduction of the Pep Boys Mobile Crew, we enabled people to get everything from new tires to oil changes, right where they work and live. No store visit necessary.
To build excitement for the brand, we went further, faster. We activated customers’ passions in everything from NHRA to the 100th anniversary of the storied Pikes Peak Hill Climb. It was a winning approach that resulted in more than 500,000 handraisers and ultimately led to increased repair ticket sales in critical markets for Pep Boys.
For Pep Boys, enjoying life means having a well-serviced vehicle. That’s what being the one communities count on is all about.
The PUSH we provided to Pep Boys set forth an understanding that every time a vehicle rolls through the red door, it makes a meaningful difference for every customer, every employee and the results for the entire company.
18% YOY GROWTH (INDUSTRY AVERAGE 3%)
68.5% YOY INCREASE IN SOCIAL ENGAGEMENT
117.9% YOY INCREASE IN SOCIAL IMPRESSIONS
2020 WIAC/ACA AWARDS
Best Billboard, Best Print Ad, Best Consumer/Community Event, Best Social Media Campaign, Best Radio/Podcast, Best Co-op Advertising
2021 WIAC/ACA AWARDS
Best Logo Design/Usage, Best Television Commercial, Best Digital Display Ad, Best 360-Degree Marketing Campaign, Best Consumer/Community Event
2022 WIAC/ACA AWARDS
Best Social Media Campaign, Best App for Mobile Device, Best Media Outreach to Non-Speaking Audiences, Best Print Ad, Best 360-Degree Marketing Campaign
2022 MARCOM AWARDS
Best Advertising Campaign, Best Special Event, Best Landing Page, Best Logo, Best Corporate Image Video, Best Social Campaign, Best Design Ad, Best Special Event Video, Best Special Event Marketing
