Budget Auto Centres Creative Refresh
Budget Auto Centres MVP & All Stars Creative Strategy
The star of every Budget Auto Centres commercial is the Local Franchise Owner. For over 3 decades Elton has connected Community & Auto Repair to the ‘Guys Who Know Cars’. The mission continues to inform people that you can count on Budget Auto Centres for more than Brakes & Mufflers. The Production team at Elton, under the direction of Matthew Elton, have become magicians optimizing 15 seconds of precious airtime. Budget Auto Centres is a sponsor of the Vancouver Canucks and many local sports teams in the communities they serve. Our spokesperson is the voice of the Canucks, John Shorthouse, so when it came time to refresh the message Elton went to work. With a collaborative approach we talked with our client, Shorty, Franchisees and Elton team members to look at message themes and listing the essential bits. Our legendary jingle, featuring our Franchise Owners and profiling an array of automotive services, all in 15 seconds.
Our Process:
Timing:
The concept was to amplify sports beyond hockey and to use our assets to build a fresh exciting series of messages promoting each of our 25 locations in BC.
Let’s build a virtual Sports set and treat our Franchise Owners like All-Stars & MVP’s and let Shorty tell everyone why they should come to Budget Auto Centres.
- Ready for the Fall Sports season and Canucks hockey
- Creative Encounter with Executives
- Story Boards were developed
- Rough creative was produced
- Voice Talent, John Shorthouse was invited to use his hockey terms, free style
- Approval process every step of the way
- Location clusters were built
- Scripts were written
- Video was re-purposed
- All-Stars & MVP design themes developed
Playlist
Campaign Feedback
- Launched All-Stars
- Client – President Lane Vance – ‘Love them’, Marketing Director Silvia Deleurme – ‘Best work you’ve done’
- Franchisees – Appreciate the freshened update
- John Shorthouse – It worked
- Canucks – Welcome aboard
