AGENCY: IDN France
CLIENT NAME: Firststop
How a promotional offer may increase global brand image ?
With more than 340 Automobile service centers in France, the brand wanted to grow and change their image among consumers from a tyre retailer to a global automobile service retailer.
Then the brand wanted to earn trafic instore thanks to a promotional offer.
Our strategy was to create a real radio saga that demonstrates the competitiveness of the brand and positioning it as the best place to get the best services.
A new tagline has been introduced with a pun related to the name of the brand and its objective to become recognized as a automobile services retailer (Centres auto in french) : “Firststop, les centres au top (autop)”
Then, the role of the various radio spots would be to demonstrate that Firststop promotional offers are TOP staging Bruno, a good deal chaser, that always come to Firststop to get the best ones.
Brand awareness : +35%
Brand image : +25%
Income : +22% during campaigns
Share of market : +1% since april 2015
3 Radio spots