The Pep Boys automotive aftermarket chain is touting its in-store automotive service as well as its retail aftermarket parts business in its largest campaign to date.
The campaign, via
Zimmerman Advertising, features founders Manny, Moe & Jack as miniature bobble toys who nod in unison when car owners extol the virtues of buying auto parts and doing it yourself or bringing their
cars in to one of the Pep Boys stores for service. The television, radio, print and Internet and grassroots campaign
The effort, on channels like CNN, Spike TV and ESPN includes a new website
and uses the tag line, "Does Everything. For Less."
Linked to Facebook, Twitter and YouTube channels, the new site features games, a "My Glovebox" feature where people can maintain vehicle
records and a program called E-Serve; for scheduling service at Pep Boys centers.
"We are using social media to interact with our customers like never before," said Stoupa. "Whether it's to
offer expert advice on car maintenance or to show the unique personalities of Manny, Moe & Jack, we are using Facebook and Twitter to connect with them on a daily basis."
The company says
that 61% of Americans who own a vehicle hope to keep it for four or more years but that while consumers are driving their vehicles longer, 37% wait more than 24 hours before bringing their vehicle to
a mechanic or service station once the "check oil" light comes on.