The Science

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Challenge

The auto aftermarket overflows with dealerships, manufacturers, and out-of-category discount retailers all claiming to offer convenience, affordability, and reliable service. Unfortunately, this results in high-pressure upsell tactics and a complete erosion of consumer confidence. Two-thirds of customers believe automotive maintenance shops overcharge them or recommend unnecessary repairs. Valvoline understood overcoming these perceptions demanded concrete action, so they changed how they run their service centers by offering customers the opportunity to stay in their cars during vehicle maintenance. Our mission was finding a way to convey Valvoline’s unique product and prove they represent a service provider worthy of trust. 

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Solution

Since honesty inherently means having nothing to hide, we established transparency as the key concept. When it comes to safety and reliability, convenience and affordability are table stakes. Trust in the quality of work is what really counts. Our campaign showed customers could feel confident in the work because Valvoline offered complete visibility throughout the entire process. This level of control is an empowering notion. By calling attention to this new vantage point, we communicated putting the consumer back in the driver’s seat and showcased what trust really means, both visually and emotionally.