Carglass®, the leader and specialist in repairing and replacing vehicle glass, is breathing new life into its advertising line in a new campaign that places the customer center stage.
The challenge: to reinvent an emblematic advertising line by illustrating the dynamic nature of the brand, at the same time keeping the strong proprietary characteristics of the brand, key ingredients for success: human communication, with proper technicians, and the slogan "Carglass® repairs, Carglass® replaces".
For the general public, the new campaign conceived by Isobar embodies the brand's raison d’être: "Quite simply, knowing what is useful", against the background of an ambitious transformation process that impacts both digital and trade marketing, also in the agency's portfolio.
Not one, but three new films will be broadcast in parallel from Sunday March 6 on major French channels, mirroring one another to bring the scope of what Carglass® has to offer to TV:
Christophe Toutin, Carglass® Marketing and Communication Director, says: "Carglass® objective is to recover high ground and stand out long term in motorists' eyes. This means creating a genuine preference for the brand and moving from generic status associated with everyday products to that of a brand name chosen and asked for by all motorists. Thus, giving the motorist the desire to use Carglass®".
Benoît Bertrand, Isobar Strategic Planning Director (Dentsu Aegis Network Group): "Through this campaign, the agency is illustrating its ability to bring its Brand Commerce vision to an advertising topic central to the advertiser's ecosystem, by reconciling Brand stories and business contribution".
These three new films are the starting point for a line to be exploited throughout the year. It will set out the advertiser's major strengths in a variety of customer situations, with the technical expertise and skills of vehicle glass specialist as a foundation for excellence.