Getting you there for moments that matter
Through extensive research, we gathered that roadside assistance was a service many Canadians use and many only think seriously about car maintenance once their vehicles have already broken down. We leveraged this insight to develop a unique OOH execution to help position MOTOMASTER as a reliable brand that Canadians can depend on during important moments in life that a car issue shouldn’t stop them from attending… if they used the right products.
The Results
The Strategy
Knowing that quality and reliability were directly interlocked with one another and that MOTOMASTER has struggled with quality perceptions around the brand, we focused our efforts on the most contextual environments possible - the road - where we were confident that we could build a connection with Canadian drivers and remind them that MOTOMASTER is a brand they can trust with a wide assortment of quality auto products.
We leveraged a one-of-a-kind, custom mobile billboard in the form of a tow truck carrying a vehicle branded in MOTOMASTER messaging. The truck drove across major highways in Toronto and Montreal during rush hour to capture as much attention as possible and stopped by parking lots of popular stores and shopping centres.
The execution helped to remind Canadians to proactively check their auto parts and consider using MOTOMASTER products on their vehicles, so they don’t end up on the back of a tow truck in the most contextually relevant manner- when drivers were already sitting in their cars!
The Importance of Cars & the Need of Roadside Assistance
Considering the importance of vehicles and the fact that many Canadians have used some form of roadside assistance in the past year, we blended these two components together to create the perfect way to reach our audience and drive impact.
The MOTOMASTER Car
We wrapped vehicles in MOTOMASTER messaging and drove on the busiest streets and highways in Canada’s biggest cities and stopped at parking lots of stores and busy shopping malls, forcing drivers to sit up and take notice- whether they were stuck in traffic or walking through parking lots.
The Cherry on Top: Social ads
To top it all off, the campaign was supported by video formats inclusive of :30s, :15s, and :6s cutdowns on TV, YouTube and connected TV channels, as well as Display, META placements, Search, Programmatic DOOH and a REV TV sponsorship to further amplify our messaging. Owned channels were also incorporated to ensure maximum exposure.
A Successful Campaign
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