To help this Southern California tire and service chain expand their market, I introduced Steve, a friendly spokesmechanic who helps alleviate the stress and anxiety of buying tires and dealing with dodgy auto repair shops.
In addition to web videos and broadcast spots, the campaign sported a fun, new tagline: “BIG MEANS GO!” along with a new identity system that was translated into POS, various forms of direct mail and out-of-home.
At a recent CalPoly football game, where the client is a big sponsor, the entire stadium began chanting, “BIG….MEANS…GO!!!” It was a very rewarding experience.
