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Pep Boys
- 1. FROLIC Where ideas run wild Account Director Molly Lindley Account Planner Jaclyn Boone Copywriter Meredith Goeringer Art Director Nick Johnson Art Director Peter Berna
- 2. How can we get the female demographic, who own and drive cars, to choose Pep Boys for their auto service and auto retail needs? RFP Objective
- 4. Industry Overview Female Purchasing Power • Spend over $200 billion on cars and service each year • Influence 80% of car purchases • Request 65% of all service work done at dealerships Service > retail • Younger generations Small shops • Hundreds in Philadelphia
- 5. Competition
- 8. Dealerships
- 9. Pep Boys
- 11. “He’s trustworthy, and I know he’s giving me the right prices for the work that he’s doing, and I know he’s doing an efficient job on the work.” “To know that my car would be fixed at a fair price but fixed. To know that they’re an honest company.”
- 12. Women want a mechanic they can trust.
- 13. “I needed new brakes immediately and couldn’t wait for the day that they gave me, so I went to Pep Boys.” “When there are time constraints or an emergency she goes somewhere closer like Pep Boys.” “We go there often to get oil changes.”
- 14. Women already go to Pep Boys (but only for small services).
- 15. Communication Objective To persuade our audience to use Pep Boys for larger auto repair services instead of just minor upkeep. We want them to think of Pep Boys first for all of their car repair needs.
- 16. Katie • 30 years old • Married with an 8-year-old daughter • Works in Bucks County • Commutes from South Philadelphia 5 days a week • Drives 2001 Honda Civic • Uses several car repair shops, including Pep Boys
- 17. Sara • 25 years old • Single • Works in Philadelphia • Commutes from suburbs 5 days a week • Drives pre-owned Mazda • Car service at dealership
- 18. Position To 25 to 35-year-old women who own a car and currently use Pep Boys for minor auto service repairs, Pep Boys is the number one choice for repairs of any size.
- 19. Strategy They want trust. We want commitment. Sounds a little bit like love.
- 20. Take it to the next level. Big Idea
- 31. Aug 2013 Sept Oct Nov Dec Jan 2014 Feb Mar Apr May June July Aug Total Digital Pandora $80,000 Radio 104.5 $32,000 102.2 $32,000 Print Fit Pregnancy $8,000 In Touch $8,000 Bridal Guide $8,000 OK! $8,000 Parents $8,000 Direct Mail Love letters $214,260 Out of Home Billboard $32,000 Guerilla Parked cars $8,000 Total $438,260 Budget $500,000 Media Plan
- 32. Recommendations
Editor's Notes
- The Landing Page will not only be the face of our campaign but will be the tool we use to measure our success.