Case Study Oil Change Campaign
Mr. Lube brings sizzle to an ultra-low-interest category
Getting your oil changed isn’t exactly high on most people’s lists of fun things to do. In fact, most people simply revert to autopilot and get their car serviced at their original car dealership. As a result, car dealers have nearly half the quick-lube business in Canada.
Mr. Lube decided to target dealers directly to try and grow their share of the pie. They fought the dealers on two fronts: first, by pointing out that taking your car to Mr. Lube would not void your warranty, as some dealers imply; and second, by stressing that, unlike at the dealer’s, with Mr. Lube you don’t need to drop your car off for the whole day and you never need an appointment.
The campaign’s secret weapon, though, was humour. Find out how poking fun at car dealers helped Mr. Lube laugh all the way to the bank.
