2011 Radio Campaign

Entrant’s Names: John Parlow Organization Name: Surge Communications Inc.��Division & Category: Division 3:

Category 27 (Advertising Conventional Media)Title of Entry: 2011 Radio CampaignTime Period of Project:April 2011

Project Summary: The Mufflerman, an undercar repair specialist with 13 stores in Southwestern Ontario, is best known for mufflers and exhaust work. Over the past eight years, we focused our efforts on increasing awareness on the breadth of services The Mufflerman offers – specifically, brakes, alignment and suspension. This shift in focus is partially due to the longevity of OEM stainless steel muffler and exhaust systems assembled on new cars. They are lasting for 10-15 years limiting the opportunity for service in this category. For media, we employed mobile, outdoor and radio advertising, with particular weight focused on a two-flight radio campaign (16 weeks in the spring and 7 weeks in the early fall) broadcast throughout Southwestern Ontario and our 11 geographic target areas.

Intended Audience(s):

• Adults 35 - 54

• Owners of vehicles 5 + years of age

• Spend more time out of home

• Car is beyond new car warranty

• Tend to fix their car as soon as they recognize a problem

Objectives:

1) Generate greater awareness of The Mufflerman’s cores services (brakes, alignment and suspension)

2) Increase the dollar amount of average customer cheque

Key Messages/Theme:

The messages were very simple. “For brakes, alignment, and suspension services, see the undercar specialist, The Mufflerman.”

We also encouraged customers to spend $200 or more to receive a free E-test voucher.

Creative Rationale: Over the past four years, we’ve developed a consistent character duo in radio to tell The Mufflerman story in a light-hearted way and drive traffic to their locations. Each spot uses an exclusive “Mufflerman music bed” to draw recognition to the brand, and a fun, car-driving couple — Laura the “smart one” and Dan her affectionate hubby foible — who play off each other and draw attention to The Mufflerman services. The spots end with an announcer call-to-action using a free E-test as an incentive. To solidify the branding, this year we ramped up the charm and playful dialogue between the characters to ensure a more memorable campaign.

Results: Over the 23 week campaign (split between spring and fall) The Mufflerman had a very strong year, with increases of 9% in brakes, and 11% in suspension and alignment service. Overall, the company experienced year-over-year growth of 6% and realized the second best year in the history of the company. Average customer cheque increased nearly 10% over the course of their fiscal year, contributing to the near banner year.

Over the 23 weeks, the radio campaign delivered over 25 million impressions in London and K/W markets (impressions data not available for secondary markets). Additionally, these impressions were generated from 4,977 occasions.

Division 3, Category 27

2011 Radio Campaign

 

   Radio  Scripts  -­‐  Final    Date:     March  2,  2011  Client:     Mufflerman  Project:   2011  Radio  Title:     Alignment  “Left  Hand”  Length:   30  Sec.        Music:     Mufflerman  sting  up  &  under    Dan:     Laura,  dear…    Laura:     Yes  Dan?    Dan:     Let  me  guess…you’re  right-­‐handed,  right?    Laura:   Wrong…    Dan:   …You  mean  you’re  left?  …    Laura:   Right…which  reminds  me,  the  car’s  pulling  to  the  left…    Dan:   Right…    Laura:   So  let’s  get  the  wheel  alignment  inspected  at  the  Mufflerman…  and  if  we  

need  repairs  it's  guaranteed…    Dan:     Right…    Laura:     What’s  right?    Dan:     Uh,  you  dear…    Music:     Mufflerman  sting  up  &  under    ANNCR:   For  alignment  repairs,  trust  the  import  and  domestic  specialist…  the  

Mufflerman…    SFX:   Air-­‐gun  (Zip-­‐Zip)  UNDER    ANNCR:     …  get  a  free  E-­‐test  coupon  with  qualifying  service.  See  The  Mufflerman  for  details.          

2011 Radio Campaign

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