Creating brand preference in a no-interest category
Collision repair is “out of mind, out of sight.”  So, we made passive individuals think about what they would do if they were in a collision and imprinted the Fix Auto brand as their go-to solution.  The creative idea leveraged the first reaction or word that comes to mind after a car collision.  We developed “quick hit” consumer interceptions (15-second TV creative, augmented with mobile ads, 6-second pre roll and in-game content) in targeted, live media environments that were associated with “collision,” including specific sports, traffic and rush-hour weather reports, and in-game racing.  The media idea is an extension of the creative idea by virtue of its memorable association with a collision: “Fix Auto, the first words that should come to mind after an accident.”