In the cluttered automotive repair category, Tuffy Associates Corp. commissioned Doner to help develop a new category first-brand promise and integrated campaign that will serve to differentiate itself from the competition.
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Tuffy — one of the largest full-service automotive repair franchises in the country—is introducing the category-defining promise, “Done Right. Period.,” which provides customers a one-year, 12,000-mile warranty on parts and labor for work done at a Tuffy Tire and Auto Center.
“Many brands in our industry offer some type of guarantee — but they’re buried, conditional or too restrictive,” said Roger Hill, CEO, president, Tuffy Associates Corp. “Our promise is front and center with an easy to understand message, the work we do is ‘Done Right. Period.’”
Tuffy is able to cover their customers under this umbrella, free of charge, by becoming the first national chain auto service center to partner with ANYWHERECARE, a national limited warranty company. Additionally, customers will also be eligible for ANYWHERECARE’s roadside assistance program.
Tuffy will also create a new in-store experience by renovating its locations with a fresh new color scheme, state-of-the-art digitized menu boards, free Wi-Fi, leather seating and unique customer takeaways.
“There’s a perception that the quality of work and customer service varies from store to store at franchised auto service centers, and we wanted to combat that,” said David DeMuth, co-CEO, president, Doner. “By creating a clear and consistent campaign that delivers an easy to understand nationwide guarantee, we can separate Tuffy as a quality and trustworthy brand.”
The “Done Right. Period.” integrated campaign includes radio, social, direct, print and in-store media to convey this promise using modern and filtered photography and a touch of hardworking humor.
“We wanted to create a meaningful differentiation among Tuffy’s competitors,” said Rob Strasberg, co-CEO, chief creative officer, Doner. “‘Done Right. Period.’ promises 100 perent customer satisfaction in a very straightforward manner, and the creative reinforces this promise with lighthearted humor and a blue-collar tone that speaks in a straightforward style.”
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