The Context
Maaco auto body and collision repair faced slow sales numbers and brand-perception of low quality, cheap auto body work. They needed a full repositioning, new campaign, a social media and content strategy to revitalize the brand, shifting perceptions and bringing the brand into today's conversation.
The Learning
Across the category auto body shops blame the driver for causing damage. Maaco leveraged the same story in their previous spots, making the driver look like a complete fool and totally at fault for the damage on their vehicle. However, this doesn't reflect how vehicle damage actually occurs. When asked how existing damage occurred, the majority of drivers reported they actually didn’t know where the scuffs or dents came from. It just happened. And most of this damage wasn’t major body work like full panels or bumpers. It was minor cosmetic harm like dents and scratches. Life just found a way to damage their rides.
The Strategy
Get customers who want their vehicle fixed their way to choose Maaco to refresh the cosmetics of their car by demonstrating that Maaco is there to fix any vehicle damage that life can throws their way.
In 2021, we launched the Upside of Uh-Ohs campaign, repositioning the brand as force of optimism. This work broke through the negativity of the category with positivity and affirmation, winning 15 local Charlotte addy awards. We also leveraged the new positioning and look and feel to build out a stronger social media presence, resulting in a 200% follower increase over 2 years. As a result of all the communications, in 2021 Maaco had their best sales year ever. Today, Maaco continues to leverage the Upside of Uh-Ohs as their evergreen messaging and brand platform.
See more on Maaco's Instagram.
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