Car body repair specialist ChipsAway has launched an advertising campaign with a difference.
For the first time, it is using printed adverts in men’s washrooms in motorway service stations to capture the attention of potential customers, based on data that 70% of its enquiries come from males.
But wanting to capitalise on a short window of opportunity, ChipsAway has injected humour into its adverts, using clever puns to help remove some of the stress of needing car body work repairs.
The adverts can now be found in motorway service stations across the country which, according to recent findings, saw a 3 per cent uplift in users in February 2023 compared to the same time last year. Average weekly audiences reached 5.8 million across February and exceeded 6 million for the Half Term period. Of those users who were male, 82 per cent used the washroom.
Commenting on the campaign, Group Marketing Manager Rebecca de Chair, said: “No-one likes having damage on their car, so we wanted to help alleviate some of the stress and potential embarrassment of that experience. Our ChipsAway specialists can repair minor damage to a professional standard, affordably and in just a few hours, so the adverts are designed to spread the word about our service, as well as make people smile when they notice their tongue-in-cheek nature.
“As the weather gets warmer and more people embark on trips around the UK, especially during the Easter holidays, we anticipate seeing a large uplift in enquiries off the back of this campaign. We’ll continue to build on that and make the most of our marketing spend across the board to ensure we are providing our franchisees with everything they need to run successful businesses.”
In addition to the motorway services campaign, ChipsAway will also be adapting the creative for use on social channels, with the aim of reaching as many people as possible with the humorous messaging, which also coincides nicely with the start of their 2023 TV campaign.