2020/2021 Winners & Shortlists

Background

Tyres, Batteries and Accessories (TBA) is part of the Automotive Division of the Al Masaood Group, one of the leading trading families in Abu Dhabi. TBA is an auto service and repair centre that offers services like oil change, tyre replacement, car wash and vehicle inspection and is also the official distributor of Bridgestone Tyres across Abu Dhabi, Al Ain and the Western region for more than 35 years. Women make up for a very small percentage of walk-in customers for the auto service industry although they own cars and drive but don't frequently contribute to maintenance runs or service scheduling and check-ins. The brief was 2 fold:To create a campaign that increases the ratio of female walk-ins to increase sales; and Elevate the perception of TBA as an all inclusive auto service centre that is approachable by all and goes out of its way to pamper its female clientele

The Interpretation of the Challenge (30% of vote)

Women in the UAE own cars and have an equal share on road but don't have an equal partnership when it comes to maintenance runs or service scheduling. A lot of women in the region own and drive cars, but don’t often feel comfortable driving to service centers, even for regular maintenance checks like oil change or tyre replacement, they usually delegate it to their male partners. The challenge was to break this pattern and empower female customers to take control of their vehicle. In the process becoming one of the first few service and maintenance centers to have female first approach to generate customer walk ins. TBA, like all service and maintenance stations, witnesses a slump in the middle of the work week, especially on Tuesdays and Wednesdays. This gap also gave us the opportunity to exploit the slump witness in the middle of the week in sales.

The Insight / Breakthrough Thinking (30% of vote)

A small mail-chimp dipstick research(n~200) revealed thatWomen don't see themselves at a service centre because of the perception they have in their minds. In terms of chore management, men end up taking the bulk of the auto related tasks. Women only go upto fuelling the car, and even a steam wash goes beyond their remit in car maintenance. Sales reports reflected a low rate of female customers at service centres even though they own and drive cars as much as men. A closer look revealed that women don’t receive as much marketing attention in this industry, and even the targeting is skewed towards males.The customer base seconded these findings, and even the call centre sales team confirmed that the number of incoming queries from women were a small number, and even fewer actually walking into the service centre.

The Creative Idea (20% of vote)

Distilling the research findings into an achievable proposition, Digital Farm decided to turn up the charm for women. ‘Women on Wheels’ Wednesdays is where women get preferential pampering every Wednesday at every TBA solutions centre, just like happy hours/ ladies nights, offering heavy discounts exclusive to women on a day which usually has low sales and walk ins. We owned and rolled out this platform on all of TBAs social channels. Weaving this message in our social communication with a visual vocabulary targeted to females, and geo-targeted in Abu Dhabi. Our messaging was consumed by our audience and resonated due to its lifestyle, fashion and beauty approach, first of its kind in the auto service and maintenance industry. This was also reinstated through point of sale materials at outlets, through SMS and email broadcast to a 50k+ database & focused social roll-out.

The Outcome / Results (20% of vote)

Post running the campaign, TBA recorded a 17% increase in sales and enquiries on Wednesdays. A higher percentage of female customers was generated to TBA service centres.We started recording a whopping 64% female customer walk-ins on Wednesdays.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Through the Women on Wheels Campaign, Digital Farm and Al Masaood TBA were able to capture the attention of female customers and break the patterns and remould the perception among women about dropping their vehicles for service. This proved to be a breakthrough strategy while most competitors in the region resorted to generic offers and giveaways. TBA was also one of the first few service centres to have a female first approach and creatively glamourise offers for low-involvement products and services like oil and tyre change. TBA was able to leverage on this concept, given its strategic locations, with centres across the city and the suburbs, at ADNOC stations, making it very convenient to access and also with its customer-friendly facilities like customer lounge, etc.