ChipsAway are a UK-based franchise operator who specialise in minor car repairs, and needed some help promoting their services. We originally did the positioning ‘Like it never happened’ back in 2019 so it was great that they returned for more of our creative thinking. They asked us to create a series of posters to be displayed in male bathrooms at service stations, based on data that 70% of their enquiries come from men.
What better opportunity to get a bit cheeky? Since the posters were going to be seen only by men whilst using the facilities, it seemed the perfect opportunity to play to their sense of humour and capitalise on that short window of opportunity. After all, what man doesn’t love their car just as much as they love a bit of toilet humour?
Commenting on the campaign, Group Marketing Manager Rebecca de Chair, said:
“No-one likes having damage on their car, so we wanted to help alleviate some of the stress and potential embarrassment of that experience. Our ChipsAway specialists can repair minor damage to a professional standard, affordably and in just a few hours, so the adverts are designed to spread the word about our service and make people smile when they notice their tongue-in-cheek nature.
“As the weather gets warmer and more people embark on trips around the UK, we anticipate seeing a large uplift in enquiries off the back of this campaign. We’ll continue to build on that and make the most of our marketing spend to ensure we provide our franchisees with everything they need to run successful businesses.”
In addition to the motorway services campaign, ChipsAway will also be adapting the creative for use on social channels, with the aim of reaching as many people as possible with the humorous messaging.