Birchwood Auto Group is Manitoba’s largest network of automotive dealerships. They provide a holistic approach to supporting customers with buying, servicing and selling their vehicles.
The challenge
Birchwood’s agency partner, Brandish, approached us with a challenge related to used car sales. For customers, seller trust and vehicle quality were identified as the biggest concerns when it comes to shopping for a preowned vehicle. The goal was to position Birchwood as the trusted source for reliable used cars.
The solution
Brandish developed a creative concept based on contrasting Birchwood’s trusted used-vehicle shopping experience to the uncertain and frustrating experience associated with private sales. With Birchwood there’s no second guessing.
Our team worked closely with the Brandish team through all stages of production to bring their concept to the screen. From casting talent, to a carefully selected wardrobe, to just the right amount of smoke rising from the hood - the whole team got involved.
The results
To gauge audience reaction, Brandish surveyed viewers and conducted a focus group. The results were overwhelmingly positive, with 98.51% of respondents having a favorable impression of the ad. They found it relatable and authentic.
The ‘No Second Guessing’ campaign directly addressed a major concern in the auto industry. By using a simple, clever approach, it effectively communicated Birchwood’s unique approach to car sales.
