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Campaign to Bring Back the “Midas Touch”

Midas wants to return to its core value of trust with the resurrection of a marketing campaign first used in Midas advertising in the 1980s. The company’s new national advertising agency DDB Chicago is collaborating with Ogilvy & Mather Toronto on the “Trust the Midas Touch” campaign. The campaign will include commercials that take place in a Midas shop and show a humorous dialog between a customer of Midas and a Midas service employee, who is hooked up to a polygraph machine. The commercials are the first in a long-term campaign to grow Midas’ category-leading shares in brakes and exhaust and to support the expansion of its services, including oil changes and other routine maintenance services.

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ITASCA, IL — Midas wants to return to its core value of trust with the resurrection of a marketing campaign first used in Midas advertising in the 1980s. The company’s new national advertising agency DDB Chicago is collaborating with Ogilvy & Mather Toronto on the “Trust the Midas Touch” campaign.

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“Trust is the essence of any brand and a differentiating and enduring legacy of the Midas brand,” said Alan Feldman, Midas’ president and CEO. “`Trust the Midas Touch’ is more than a marketing campaign. It is a way of doing business that becomes the foundation of our brand as the trusted provider of automotive services. The campaign assures customers that they can expect professional and trustworthy service provided at great value from the people of Midas.”

The campaign will include commercials that take place in a Midas shop and show a humorous dialog between a customer of Midas and a Midas service employee, who is hooked up to a polygraph machine. The Midas employee responds to such questions as “Will you sell me something I don’t need?” “Do you do more brake jobs than anyone else?” or “Are your brake pads and shoes really guaranteed for as long as I own my car?”

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“As Midas continues to evolve from a repair specialist into a full-service provider, this campaign focuses on the importance of building trust and reinforces Midas as the trusted source for reliable and responsive automotive services,” Feldman said.

The commercials are the first in a long-term campaign to grow Midas’ category-leading shares in brakes and exhaust and to support the expansion of its services, including oil changes and other routine maintenance services, Feldman said. Midas dealers and the International Midas Dealers Association in the U.S. and Canada have been actively involved in developing this campaign, said the company.

The 30-second spots, which will support a national promotion for lifetime brake products at $89.95, begin a month-long media buy on March 8 on network and cable prime time, late night and sports programming, including NCAA basketball tournament coverage.

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