CARSTAR Automotive Canada Inc. announced it’s rebranding itself in 2010 as the place “where accidents unhappen.” The accompanying ad campaign includes radio and television spots that convey to consumers that if they’re ever in an accident, CARSTAR will be there to make their accident “unhappen.”
CARSTAR says the new campaign focuses on driving distractions. In one television spot, a woman behind the wheel applies makeup, then passes two clowns in a fistfight on a sidewalk. Suddenly, the car’s airbag, which features the CARSTAR log, pops open. CARSTAR says its new commercials reinforce to consumers that when an accident happens, CARSTAR is there to turn their negative experience into a less stressful one.
"At CARSTAR, we take pride in being the franchise organization that has changed the collision repair experience for the better," said Lisa Mercanti-Ladd, senior director of Marketing & Client Services for CARSTAR Automotive Canada Inc. "As we celebrate our 15th anniversary here in Canada, this campaign simply reminds consumers why we are the experts when it comes to collision repair."
CARSTAR’s new television ads will air in Canada throughout the year as well as during the NFL playoffs and during the Super Bowl’s pre-game show.
An initiative also will take place asking Canadians what embarrassing mishap they would make “unhappen.” Also as part of this initiative, an online national contest will be launched in March that will involve the social networking sites Facebook and Twitter.
CARSTAR says franchisees and employees across the country will also be involved. They’ll wear a "Where Accidents Unhappen" T-shirt the first Friday of every month and donate to the Canadian Cystic Fibrosis Foundation (CCFF), CARSTAR’s national charity of choice.
View CARSTAR Canada’s TV ads