The Challenge
How do you take a 45 year old brand with a strong heritage but old fashioned image and make it contemporary? How do you do this without sacrificing the equity your consumers know, trust, and respect? This was the challenge Armor All faced when they asked Tribal DDB to create an online presence that reinvigorated the brand with an immersive experience while maintaining credibility and brand loyalty.
Better Ideas
Armor All’s target are passionate do-it-yourselfers, otherwise known as enjoy-it-yourselfers (EIYers). They apply a strong sense of self satisfaction to everything they do in life, including how they care for their car. We wanted to tap into this attitude by providing online tools, advice and information that enabled EIYers to pursue their passion for automobiles. The Armor All Owner Center website was created with the EIYer in mind. With a sleek design aesthetic and a modern character, Armor All could finally position itself as a 21st century brand. At the same the site would deliver the information, offers and community features Armor All’s target wanted online, in a non-authoritative and friendly manner.
Better Results
Within two weeks of launching, Owner Center membership grew to almost 10 thousand, exceeding expectations by over 500%. In two months, there were 20 thousand members with new members joining everyday. As a result Armor All has significantly increased online efforts to reach their consumers while declaring the Owner Center to be their new “brand” for a new marketing strategy.
www.aa-ownercenter.com
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