haul in the family haul in the family - ACDelco TechConnect

smArt moVes
prescription for
success
new acdelco ad caMpaign proMotes
heaLthy Business for shops
By amy lynn Smith
ACDelco is sending a powerful message to consumers
with its brand-new advertising campaign:
ACDelco parts — and the Total Service
Support (TSS) members who install them — are
the key to keeping their vehicles in tiptop shape.
In fact, TSS members are central to the new campaign
that includes radio spots, newspaper ads and
direct mail pieces.
National radio ads will direct consumers to the
Service Center Locator on acdelco.com, where they
can find TSS members in their local area. All ISCs
can tag local ads and direct mail postcards with
their business name and special offers for their own
individual local market plans.
The campaign’s ultimate objective is to drive
more consumers to TSS members, says Chris Brandt,
ACDelco advertising manager. “our ‘real Car Guys
Know’ campaign helped us attract a network of
quality shops to ACDelco and the TSS Program,”
he explains. “Now, with our new campaign, we’re
making sure consumers know that ACDelco’s quality
extends to the technicians who install our parts.”
the right Medicine
The new campaign, built around the tagline “The Pros Who
Know,” positions ACDelco and its TSS members as aftermarket
experts consumers can trust. The concept is reinforced by the
campaign design. It draws parallels between vehicle service
and health care by imaginatively combining elements from
both disciplines to create compelling images, such as a
stethoscope with an air filter as the chest piece.
“We’re showing how the role of a TSS technician in a
shop is similar to that of a doctor in a hospital,” Brandt says.
“They both must diagnose a problem and determine the
cause before fixing it. The graphics demonstrate this and
will definitely capture consumers’ attention.”
The campaign idea came from in-depth consumer
research through which ACDelco learned that although
consumers believe quality parts equate to quality service,
they don’t necessarily ask for these parts. “They told us
they usually buy what their technician recommends,”
Brandt says.
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