Service King Collision Repair
Positioning in a category where everyone is viewed as the same.
Service King, a family-owned, regional collision repair company, had aspirations of becoming a national player. Standing in their way was a category with trust issues and stunted by brands all saying (and showing) the same things: wrecked cars, techs working, shiny repaired car “good as new.” Trouble is, research showed that is the bare minimum KPI insurance companies demand from collision repair companies for them to get paid.
We saw an opportunity to break the category “rules,” advance the conversation, and own a more consumer-centric position.
“It’s not about the car, it’s about the care.”
Car accidents are traumatizing, and navigating the repair process is a burden when you’re vulnerable. Service King had a history of taking care of not just cars, but people as well. In fact, it’s right there in their name Service King. “It’s not about the car, it’s about the care” became our new brand strategy and the launch pad for innovative work the category had never seen before.
The campaign broke further category norms by never showing a wrecked vehicle or repair scenes. We touted empathy and helpfulness wrapped in vibrant brand colors.
Out of Home
Innovative and non-traditional uses of out-of-home got people’s attention.
Breaking new ground by breaking convention.
We were able to inject new life into a brand with a fairly flat and predictable growth curve.
- - Same store sales exceeded projections by +5.4%
- - Mature markets showed healthy increases: S. Texas +12.3% YOY
- - Acquisition markets experienced exponential sales growth vs. previous year: Phoenix +43.5% and Southeast US +42.3%