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?
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.
Within two weeks of launching, Owner Center membership grew to almost ten thousand, exceeding expectations by over 500%. In two months, there were twenty 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.armorall.com
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