Clowns, monsters and cartoon violence are on order for Carstar, a 135-location auto collision repair chain, as it readies the launch of its first national integrated ad campaign.
With a marketing budget 20% larger than last year’s, Carstar will use a pair of television ads to launch the campaign during NFL playoff broadcasts, with Super Bowl time purchased as well. It’s been three years since Carstar’s last major television foray.
The 30-second spots show drivers distracted by strange happenings on the street. One driver sees two clowns fighting before rear-ending another car. The second driver watches a businessman get attacked by a giant tentacle coming out of a sewer.
“No matter what happens, no matter how it happens, we’re there to make accidents unhappen,” the voiceover says.
French-language executions will appear in Quebec as well.
Similarly themed radio and print ads will run with regional modifications across the country, as will online, transit and outdoor executions.
“We’re working hard to build our brand awareness across the country,” said Lisa Mercanti-Ladd, senior director, marketing and client services. “We’re at 30% brand awareness, and our goal over the next three years is to grow that to over 50% to let consumers know that if you have a car accident, we’re the brand you go to. There’s really no one that owns that spot in our category.”
BOS handled the media buy and collaborated with Toronto’s Wild Mouse Advertising on marketing strategy and creative.
“People in accidents are at their most vulnerable,” said John Farquhar, Wild Mouse founder. “It’s something nobody ever plans for, so [Carstar] wanted to plan a campaign that said, ‘We’re there for you, without judgement, and can make it as though it didn’t happen.”
Praxis PR is handling public and media relations for the new campaign.
