Every day, thousands of cars break down. And when you are stuck in that compromising situation, the last thing you want to worry about is if you’re being taken advantage of. That’s because most people just don’t trust the guy who works on their car. NTB was in the midst of launching a new position, “Just what you need,” including a broad operations revamp that moved away from upselling and toward transparent customer relationships. So we created a strategic campaign to allow for multiple pieces of relateable content to prove that the people at NTB will honestly give you only “what you need”.
There isn’t a whole lot worse than having something go wrong with your car. It’s never expected, always stressful and potentially costly. We had a thought - let’s give people a reason to trust (and build preference for) the NTB brand before they were in the midst of a car crisis. That way if the unfortunate happens, the NTB brand would be top of mind for trust and reliability recall. In addition, we wanted to educate viewers on how to maintain their vehicles to decrease the chances that they might end up with hazard lights flashing on the side of the highway.
86% of consumers feel like a “more transparent experience” would positively change the way they feel about auto repair.
We compiled a small crew of talented cameramen and directors and spent a week documenting the life of America’s roads. We also collected the stories of real customers from the waiting rooms of NTBs and shared the stories of the real NTB employees who keep America moving.
The shoot took place over five days in the midst of brutal rush-hour traffic in Atlanta and surrounding areas. The team created a nine-minute documentary, four 30-second spots and four 60-second stories.
To-date, these videos have earned more than 1,800,000 organic YouTube views at a media value of $237,600. Better yet, NTB has seen an increased awareness and intent-to-visit scores within its brand tracker.
Finally, NTB recognized the emotional impact of the assets. The videos were seen as a rallying cry and proof that months of retraining were paying off.
NTB needed to change perceptions without alienating existing customers. NTB had an authentic, consumer based truth story to tell. This case study shows that our team knows how to effectively and efficiently bring the ethos of a brand to life through all digital channels.
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