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Fountain Tire’s Autumn Campaign Breaks Down Mechanic Speak



FCB Toronto uses trust, transparency, and a little humour to increase consideration for the tire retailer

Fountain Tire’s Autumn Campaign Breaks Down Mechanic Speak

Fountain Tire has recently launched their Fall campaign with a focus on their Digital Vehicle Report (DVR). Originally launched in September 2020, the Digital Vehicle Report is an ongoing effort to educate consumers about their vehicles and the reason for needed repairs. 

The original campaign focused on Fountain Tire technicians taking photos and videos of your vehicle to help you understand what needs attention now, what doesn’t, and why. Fountain Tire not only tells you what’s going on with your vehicle, but they show you.

The insight behind this year’s fall campaign, centres on the perceived trust between drivers and mechanics. Drivers usually don’t have a ton of car knowledge, so their only option is to take their mechanic’s advice at face value. The problem though is that most Canadians don't understand the language of mechanic. And the less people understand mechanic speak, the less they trust them, so drivers then turn to search and social to demystify the jargon of the category. But Fountain Tire's Digital Vehicle Report educates, simplifies, and puts mechanic speak and vehicle lingo into terms people actually understand. Fountain Tire’s goal is to increase consideration by demonstrating trust and transparency while depositioning the competition.

“Trust and transparency are at the core of our business. We want our customers to make informed decisions about their vehicle and this tool empowers them to do the right thing. As a brand, we're always finding innovative ways to serve our customers and this is just the beginning,” said Denise Gohl-Eacrett, director brand and customer experience. “Understanding vehicles can be tough and, at times, confusing. We always want our customers to feel confident in their decisions and enjoy their experience at Fountain Tire.” 

A full funnel, integrated campaign in all major touchpoints will be live to support the fall/winter timeframe. 

“Making a better service experience for drivers is one of the things Fountain Tire cares a lot about. And since people don’t really understand what the heck mechanics are talking about most of the time, we thought this would be a great way to help them do that,” says Josh Haupert, associate creative director. “Of course, we did it in a very Fountain Tire way—educating people while having some fun at the same time.”

Strategy and creative was handled by FCB, Guru Communications handled media planning and buying.

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Genres: Dialogue, Comedy, People

Categories: Automotive, Tyres and vehicle utilities

FCB Toronto, Thu, 21 Oct 2021 09:46:44 GMT