By Amy Antenora
CHICAGO — The Be Car Care Aware (BCCA) campaign is celebrating a birthday this year, having been established five years ago, and as Kathleen Schmatz, president and CEO of the Automotive Aftermarket Industry Association (AAIA), told attendees at the 2008 Global Automotive Aftermarket Symposium, “Baby it’s come a long way since then.”
Managed and promoted by AAIA staff and an executive board that handles strategy for the campaign, the BCCA campaign has begun to produce significant measurable results among consumers and motorists. Reported unperformed maintenance has declined form $62 billion to $53 billion since the campaign was started. In addition, print and online educational materials are being well received. More than 3 million copies of the Car Care Guide have been printed and distributed in three languages. They are now customizable and updated with topical content, including a new green section.
“In just five years, we believe the campaign has been successful and we’ve moved the needle,” said Schmatz.
At GAAS, Schmatz unveiled a new strategy for the BCCA campaign, tapping into the consumers’ desire today to save money. Dubbed “Drive Smart, Save Money,” the new campaign story line will draw attention to the various ways being “Car Care Aware” can help save money and reduce fuel consumption.
