Carstar, an auto-collision and glass service chain, has launched a new marketing campaign that shows the emotional role cars play in the lives of Canadians.
A TV spot, created by DentsuBos, shows how vehicles can be everything from a dog’s best friend to a workhorse or a wedding chariot. The spot ends with a drive to Carstar.ca and the hashtag #lovethejourney.
Chris Moore, national marketing manager at Carstar Collision & Glass Centres, said people often don’t recognize the emotional connection they have with their cars, or how important a role they play in their daily lives, until their cars are damaged.
“When you get in an accident, it’s more than a dented fender and getting it fixed. It really interrupts your life and can be frustrating and upsetting,” he said. “We’re trying to show that we understand the connection that Canadian drivers have with their cars.”
The spot will air nationally in English and French throughout the remainder of the year. It will also appear on Cineplex theatre screens for a week, starting June 28.
Beginning in August, Carstar will promote its #lovethejourney Facebook contest, which invites Canadians to share their favourite car memories for the chance to win a “dream journey” of their choice.
DentsuBos handled the media buy, while PraxisPR is handling public relations.
