IPA Effectiveness Awards 2006: Silver Award - Kwik-Fit

Campaign title: Recommendations
Client: Kwik-Fit
Agencies DDB London; MediaCom
Authors: Rachel Lawlan, DDB London; David Bassett, DDB Matrix; Clare
Newman, MediaCom; Doug McKenzie, Kwik-Fit
Contributing Author: Rachel Congdon, MediaCom
Media used: TV

IN A NUTSHELL: How Kwik-Fit broke the rules, talking about something other than price, and reaped the rewards to the tune of £500 million.

SUMMARY: As market-leader, Kwik-Fit was extremely well-known but sales were in decline, and it was best remembered for a TV campaign last aired in the 80s. Brand revitalisation was essential. Initially, communications concentrated on price messages. Although this led to an uplift in sales, growth proved to be unsustainable. Research uncovered an entirely different audience and the formulation of a strategy never before tried in this market. This company reaped the financial rewards of its decision to challenge marketing orthodoxy with a brand campaign, and discovered that communicating about service was even more profitable than talking price. In less than three years, the campaign reversed the fortunes of the company, culminating in a sale netting half a billion pounds' profit.

JUDGE'S COMMENT: This was a solid and convincing campaign that was driven by the concept that service is more important than price. This insight, reached from past experiences, coupled with a clear strategy and impressive execution, created a quite remarkable return on investment.

- Mark Sherrington, former group marketing director, SABMiller.