A new campaign for Sears Auto Center relies on sketchy mechanics, deserted mom-and-pop auto-repair shops, and a badass junkyard dog to drive home its familiarity, stressing its seven-day-a-week availability and certified technicians.
The TV spots, set to the tune of “Who’s afraid of the big bad wolf,” are meant to convey a peace-of-mind promise, the company says. In addition to the 15- and 30-seconds spots, the campaign is also hoping to allay car-repair anxiety in radio, outdoor and digital channels, as well as refreshed in-store signage.
The Hoffman Estates, Ill.-based company is also testing digital menu boards in Auto Center waiting rooms, to help associates explain key repair services and why they are needed. The boards also offer movie reviews and celebrity news to keep customers entertained while they wait, in an effort to achieve what it describes as “stress-free car care, while creating a cleaner, more modern and comfortable experience.” Auto Centers operate in some 800 Sears stores.
Ads carry the tagline: “This is the exception to the rule; this is Sears Auto Center."
"This campaign was developed from an understanding of how customers view the key strengths of Sears Auto Center: Convenience, trust and a commitment to do what's right for the customer," says Lori Williams, CMO of Sears Automotive, in its release.
McGarryBowen is the agency.
Separately, the company is reportedly moving forward with its plans to spin off its Hometown and Outlet stores, along with some of its hardware stores, into a separate company that would be publicly traded. The Associated Press reports that the deal, which includes some 1,238 stores, would generate as much as $446.5 million for the struggling retailer.