BIG O TIRES
Increasing share-of-mind awareness to 58% through
the use of brand character strategies.
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Big O Tires is an industry-leading tire and auto-repair franchise, offering total car care services: oil change, brake repair, fluid services, wheel alignment, suspension systems repair, batteries, and more. Since 1962, Big O Tires has built a strong foundation of trust with customers. That foundation has evolved the brand into one of North America’s largest retail tire franchisors.
To accomplish the goals for Big O Tires, the Avocet team knew we needed to differentiate the brand from the plethora of automobile dealers, tire dealers, and auto service entities while creating a mindset that customers could get all of their tire and service needs completed with one enterprise. Big O’s messaging and competitive advertising campaigns continually focused on tire tread, traction, life of a tire, etc. All industry marketing programs looked the same, sounded the same, and said the same things.
Our creative approach addressed the key factors that consumers told us were important to them when it came to auto service and tire shopping:
Six weeks into the primary campaign, Big O Tires corporate conducted a research study evaluating the effectiveness of the brand character, “Little O.” When asked about Big O Tires’ television messaging, 55% of respondents referred to Little O by name. Respondents were then asked if they felt positive or negative about Little O. One hundred percent stated they felt positive about “Little O.” Additionally, 55% stated Little O was “cute,” 32% said the commercials were fun to watch, and 15% said Little O was “funny.”
Survey results also indicated that Big O Tires had the largest percentage of top-of-mind awareness at 35%, followed by Discount Tire, which was at 18%. Big O Tires’ share-of-mind awareness within the market was at 58%, followed by Discount Tire at 38%.
Along with the YOY car count and revenue increase previously presented, market share increased by 12% under Avocet’s management.
We sold to more people. More Often.
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