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'From Rebrand to Brand Philosophy: mycar's Journey to Care Beyond the car' at Mumbrella Automotive Marketing Summit 2022
- 1. people first Putting customer care at the heart the mycar rebrand.
- 2. Cynthia Fernandez Head of Marketing Jason Westerman Group Strategy Director
- 4. +
- 5. 258 locations across Australia with over 1,200 team members. +
- 6. Everyday value Trusted heritage Strong awareness +
- 7. + Value + Trust Brand benefits
- 8. In 2019, Continental AG bought KTAS. +
- 10. +
- 11. With the new brand, we risked losing our benefits + Value + Trust
- 13. In a category that lacked trust and transparency. +
- 14. + In a category where people are seen as number plates.
- 15. +
- 16. We’re talking to mainstream Australia. +
- 17. For them, new tyres & servicing are grudge purchases. +
- 18. Their rational needs of convenience, quality and value are well served by the category. +
- 19. So, how could we differentiate mycar? +
- 21. + A research offering from TBWASydney that helps brand be the disrupter on the disrupted. We create a bespoke qualitative research panel of creators, commentators and industry experts to reveal emerging values in culture.
- 22. AmyJacobson Founder FindingyourY Hannah Spilva Co-Founder LVLY Mitch Wallis Founder HeartonmySleeve Lauren Kress Founder TheChangeMakersCollective Paul Maric AutomotiveJournalist CarAdvice Matthew Campbell AutomotiveJournalist CarsGuide Jason Pallant ConsumerPsychologist SwinburneUniversity Andrew Knox FormerGMofMarketing HyundaiAustralia Eaon Pritchard Brand& Strategy Expert John Cadogan AutomotivePersonality Podcast/YouTube Rob Brittain BrandBuilding &EffectivenessExpert Stuart Tucker BrandExpert&CCO hipages +
- 23. “Companies think they sell a product or service, but this is wrong. They are selling an emotional outcome. The truth is, people want to buy a feeling. And that’s why brands need to relook at why they exist". AmyJacobson Founder Finding your Y Emotive benefits are fundamental to brand building. +
- 24. Lastly, we read through our customer feedback. +
- 26. A category that thinks fixing the car is enough +
- 27. A category that thinks fixing the car is enough The team of auto experts famous for customer care +
- 28. A category that thinks fixing the car is enough The team of auto experts famous for customer care People first +
- 29. +
- 30. + who we are.
- 33. PEOPLE FIRST informs our customer experience journey. We simplify the process of caring for your car to ensure you leave completely satisfied, every time. +
- 34. +
- 37. + what we do.
- 38. General repairs - Brakes Tyres - Care Plan Service - Logbook +
- 42. + We create content that entertains & informs. Average engagement rate of 3% 4x higher than industry benchmark across Meta.
- 44. +
- 45. + Readying for EV Servicing mobility needs
- 46. What we’ve learned. Emotion works. Build the brand promise on a business behaviour. Win over team members. Grow the brand using multiple channels.
- 48. Thank you. +