Nov. 19, 2014—Fix Auto launched a national advertising campaign on Monday featuring a media distribution strategy that it believes will help Canadians clean up their language.
"We wanted to be bold and clear," Carl Brabander, vice president of marketing at Fix Auto, said in a release. "Anyone who's been in a fender bender knows how easy it can be to express our frustrations out loud, but when minor collisions occur, we want the first words out of your mouth to be 'Fix Auto.’"
In the creative for the campaign, dubbed "First Word," unexpected collisions cause a visceral reaction in participants, but just before any word is articulated, the scene switches from a chaotic collision site to the peaceful interior of a Fix Auto body repair center.
The campaign will run in both French and English with a 12-month outlook that will air across the country on television, as well as through mobile, online and in-game branding.
The campaign coincides with the continued expansion of the Fix Auto network, with over 40 new locations added globally in the past year, Fix Auto continues to grow, with body shops in Canada, the United States, United Kingdom, France and Turkey.
The creative for the advertising campaign can be viewed here.