MAACO®, part of the Driven Brands family of automotive brands, announced the launch of a completely new image and branding campaign. The new image work is designed to reinvent the consumer relationship by adding the positive, emotional benefits of car ownership through the essence of transformation -- the "MAACOVER" -- to the brand's strong value proposition. While rebranding efforts contain traditional media, this campaign kicks off with the concept of a "#MAACOVER," and is rooted in social interaction via Twitter, Instagram, Tumblr and Facebook to create a new type of conversation with MAACO® customers. In a category traditionally known for pushing information out, MAACO® is turning industry communication on its ear by inviting the customer in with its use of the hashtag (#) and a host of social initiatives that encourages dialogue directly with the brand.
MAACO® Gives Itself a '#MAACOVER'
The campaign revolves around confidence, optimism, inspiration and value, and includes internal and external components resulting in a complete "#MAACOVER" of the brand. In addition to social elements, this brand positioning will be expressed through new, fresh imagery in every single MAACO® center across the nation.
The first television commercial, "Potential", debuts on Monday, April 15, 2013, with a wide range of digital, social, mobile and experiential executions to follow. In addition, MAACO® will debut an entirely new Web site and mobile site with revamped design and content and local franchisee pages housed within. The simplistic, clean design is completely new for MAACO® and enhances the user experience by making navigation easier and more intuitive.
What the brand wants drivers to know is that they have the right to a fresh start, a "#MAACOVER." People no longer have to "fall out of love" with their car once it develops imperfections. A paint and auto body "#MAACOVER" can take them back to the way they felt about their car when they first drove it.
"We've been working diligently to refine our vision for the brand. At MAACO®, we know that many of our customers feel that what they drive is a reflection of who they are, but that when the dings, dents and scrapes of life happen, it's not as easy as just going out and buying a new car anymore," says Chris Furse , Vice President, Chief Marketing Officer, MAACO®. "We want to show people that MAACO® can help turn the car they drive back into the car they love. Paint and body work are simply our tools. What we really offer is the transformation they'll get from a great 'MAACOVER.'"