Kwik Fit, the UK’s leading automotive servicing and repair company, has received a top award for its most recent advertisement. The company’s ad was awarded gold in the automotive category at the British Arrows, an advertising awards body which honours the best moving image advertising in the UK.
The film was created for Kwik Fit by the company’s advertising agency VCCP and highlighted the reasons why customers drive away happy every time they visit a centre or have Kwik Fit mobile visit them.
The campaign puts the people of Kwik Fit front and centre as the reason drivers can trust the brand with their car maintenance needs. Rather than use an enigmatic spokesperson waxing lyrically directly to camera, the technician is rolling (literally) through all the reasons why customers will drive away happy every time. Their casual yet informed approach reflects the experience people receive at Kwik Fit – a real human who knows what they are talking about, offering a high-quality service like nowhere else. The humour is dialled up even more by another technician who appears physically squeezed into a tyre.
The decision to focus more on the people of Kwik Fit and put an absurdist spin on a functional message clearly resonated with the awards judges. They gave it the Gold Arrow for automotive, ahead of campaigns by Volkswagen and Mercedes Formula 1. Other shortlisted companies in the category included the AA, Audi and Ford.
Tom Gentle, head of retail marketing, said: “We set out to do something a bit different with the campaign and it’s really gratifying that this has been recognised with a prestigious award. Day in and day out our teams are demonstrating fantastic customer service all across the country. We wanted to use the ad to highlight the care they take in looking after every customer and we’re delighted that we’ve been able to not only do that but also add some fun which helps us stand out.”
The ad can be viewed at the British Arrows awards website.
Source: Tyretradenews
