AAMCO is an American icon. In fact, in 2012, the brand will celebrate its 50th anniversary. People hear “double-A” beep-beep, “M-C-O” and they immediately recognize it. The challenge AAMCO faced was how to refresh its image to attract a younger target audience.
While AAMCO is known nationally as the transmission experts, dealers wanted to shift that perception to be seen as the “total car-care experts.” They also wanted to highlight the AAMCO experience as one in which car owners could always expect a courteous, highly trained technician who would give them an expert diagnosis for their car and the confidence that their car would be fixed fast and fixed right.
From this strategy, the “We Hear You” campaign was created. A comedic concept, the ads feature customers coming into AAMCO centers and mimicking the noises their cars are making, from which our expert technicians then diagnose the problems. The commercials also featured call-to-action offers at the end, which could be alternated.
Accompanying the TV commercials are radio spots, in-store posters, print ads, post cards and a mobile app, called the iGAAUGE. The “We Hear You” campaign was so successful that it gave some AAMCO centers as much as a 15 percent rise in business and increased sales nationally by almost 5 percent. It also won Qorvis the gold prize for Best National Television Spot in the 2012 Washington, D.C., ADDY contest.
We continue to promote AAMCO’s transmissions and total car-care expertise through advertising, interactive, media relations and social media channels. Qorvis continues to evolve the AAMCO message and creative materials in response to changing economic news and consumer attitudes, to more effectively educate, engage and inspire consumer action – to make AAMCO their total car-care specialist.