Situation
bcsAgency won a six-way pitch to handle the Pirelli-owned Central Tyre account, with a brief to promote a UK-wide network of more than 100 tyre, exhaust and general automotive repair centres.
Task
With strong competition from household name brands, including Nationwide Tyre and Kwik Fit, bcsAgency was tasked with creating a resonating proposition that would deliver genuine standout in a crowded marketplace. The work would run across direct mail, door drops, promotions, public relations, press advertising, outdoor advertising and online.
Action
bcsAgency undertook both a competitor and Central Tyre “secret shopper” research programme to gain valuable insights from the perspective of a customer. What became apparent was the lack of trust visitors felt with centres of this type, and that such purchases were always a distress item. It was clear that work had to be done to ensure that new customers became regular customers. In addition, and of some concern, the level of service varied dramatically from one centre to another within the client’s own portfolio.
bcsAgency therefore pitched to Central Tyre a concept that transcended marketing and went to the core of the business – TLC. T for Trust, L for Local and C for Customer-focused. Our strategy was that only when a centre had achieved a series of stringent checks to ensure a great customer experience would they achieve TLC status – and that status itself unlocked a marketing toolkit and supporting budget. In keeping with the TLC ethos, each brand manager could select from the toolkit what kind of marketing activity would suit his “local” needs.
All the marketing material consistently communicated an alternative approach to automotive repair: If you wanted a job done properly by a company who really cared about your vehicle, would get back in touch when your MOT was due, would always check your tyre pressure £FOC at every visit and generally delivered a little TLC, then Central Tyre was the choice for you.
Result
The success of the TLC programme led to bcsAgency being asked to deliver a series of one-off campaigns against specific offerings, such as tyre tread warnings, Easter checkups and discount initiatives.
As the first TLC-accredited centres went live, Pirelli sold the Central Tyre business to a competitor.
