CO®, part of the Driven Brands family of automotive brands, announced the launch of a completely new image and branding campaign. The new image work is designed to reinvent the consumer relationship by adding the positive, emotional benefits of car ownership through the essence of transformation -- the "MAACOVER" -- to the brand's strong value proposition. While rebranding efforts contain traditional media, this campaign kicks off with the concept of a "#MAACOVER," and is rooted in social interaction via Twitter, Instagram, Tumblr and Facebook to create a new type of conversation with MAACO® customers. In a category traditionally known for pushing information out, MAACO® is turning industry communication on its ear by inviting the customer in with its use of the hashtag (#) and a host of social initiatives that encourages dialogue directly with the brand.
MAACO® Gives Itself a '#MAACOVER'
The campaign revolves around confidence, optimism, inspiration and value, and includes internal and external components resulting in a complete "#MAACOVER" of the brand. In addition to social elements, this brand positioning will be expressed through new, fresh imagery in every single MAACO® center across the nation.
The first television commercial, "Potential", debuts on Monday, April 15, 2013, with a wide range of digital, social, mobile and experiential executions to follow. In addition, MAACO® will debut an entirely new Web site and mobile site with revamped design and content and local franchisee pages housed within. The simplistic, clean design is completely new for MAACO® and enhances the user experience by making navigation easier and more intuitive.
What the brand wants drivers to know is that they have the right to a fresh start, a "#MAACOVER." People no longer have to "fall out of love" with their car once it develops imperfections. A paint and auto body "#MAACOVER" can take them back to the way they felt about their car when they first drove it.
"We've been working diligently to refine our vision for the brand. At MAACO®, we know that many of our customers feel that what they drive is a reflection of who they are, but that when the dings, dents and scrapes of life happen, it's not as easy as just going out and buying a new car anymore," says Chris Furse , Vice President, Chief Marketing Officer, MAACO®. "We want to show people that MAACO® can help turn the car they drive back into the car they love. Paint and body work are simply our tools. What we really offer is the transformation they'll get from a great 'MAACOVER.'"
Bold New Leadership for a Bold New MAACO®
The new direction and campaign is a natural offshoot of the new leadership at MAACO®. Over the past nine months, Jonathan Fitzpatrick was named President and Chief Executive Officer of parent company Driven Brands, and Chris Furse was named Chief Marketing Officer for MAACO®. Fitzpatrick brings more than 15 years of experience in franchising and global operations to the brands, most recently as EVP Chief Brand and Operations officer of Burger King Corporation, where he had worked since 2005. Furse, a leader both on the corporate and agency side, with key roles for Sprint, Lincoln Mercury and most recently, the Burger King Corporation leading marketing communications and advertising.
In addition, MAACO® appointed Rock Orange as communications agency and Pitch as the company's advertising agency of record. Both Rock Orange and Pitch will work with the auto industry leader to build on the love and loyalty consumers feel for this iconic American brand by creating new news and increased emotional connections.
"While great value will always be an important component of our business offering, a key element was missing from how we discussed the MAACO® brand: the real feeling and true emotion that people have for their cars," adds Furse. "They don't want to give up the car that took them on a once-in-a-lifetime cross-country road trip, or trade in the car that carried their kids home from the hospital just because of a ding or a dent or worn and faded paint. MAACO® is more than the leader in quality auto painting and collision repair. We're the people who can help you enjoy your car, and those special memories, for a lot longer."
About MAACO®
Founded in 1972, MAACO® Collision Repair & Auto Painting (www.maaco.com) repairs accident damage, dents and faded paint for close to 500,000 drivers annually. The 450 franchises have restored the safety and beauty of all types of vehicles for nearly 40 years. MAACO Franchising, Inc., headquartered in Charlotte, NC, has been cited numerous times by Entrepreneur magazine as #1 in its category in the Annual Franchise 500 survey.
About Driven Brands
Driven Brands, (www.drivenbrands.com) headquartered in Charlotte, NC, serves as parent company for the separate businesses: MAACO® (a franchise-based collision repair and auto painting retail network) Meineke Car Care Centers® (a franchise-based automotive service and repair retail network); Econo Lube & Tune (a franchised chain of automotive repair/quick lube services); a franchised network of mobile services consisting of AutoQua\®, Aero-Colours® & Drive N Style® (specializing in automotive interior reconditioning and maintenance, paint refinishing and restyling services for Car Dealerships) and Tortal.net (developer of on-line training solutions for a variety of industries). Management team members serve on the industry association boards, the IFA and AAIA.
Subscribe to ABRN and receive articles like this every month….absolutely free. Click here.
