Keeping the Drive Alive
U-Pull & Pay
The junk yard just got way cooler.
What we did:
- Audience Research + Insights
- Audience Segmentation + Targeting
- Persona Development
- Market Assessment
- Brand Satisfaction
- Digital Transformation
- Brand Strategy
Rebuilding a car is a lot like rebuilding a brand. That’s why we gave U-Pull & Pay a strong alignment of target, communication parameters, and a big idea to propels them to a record breaking year of in-store visits and ad engagement.
We re-launched U-Pull & Pay’s website to give our self-sufficient audience the resources they needed and boost brand affinity and loyalty. We also launched “Keep the Drive Alive,” a national campaign with traditional and digital elements that created an emotional connection with our customers and helped U-Pull gain total category ownership.
Finally, we produced some swag and revved up a recruitment campaign with a record number of applicants in a very competitive summer. By connecting human insight with business potential we took U-Pull from zero to sixty and have the pride of making the junk yard cool and sexy.
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