Midas, a provider of automotive services, and a competitor for Canada’s car dealerships, recently launched a new brand platform called Don’t Put Up With B.S. to highlight the company’s commitment to taking a better approach to auto care.
It’s an example of how one company is taking advantage of poor service in the automotive service industry and beyond to boost its business. In a news release, Midas said a survey of 2,000 people across North America, conducted on its behalf, showed that half of the respondents have experienced poor service in auto care.
“At Midas, customers can expect a better car care experience as stores strengthen their focus on creating a transparent, pressure-free environment,” said Lenny Valentino Jr., President and Chief Operating Officer of Midas, in a statement.
The company’s survey found that two out of three respondents reported having been mistreated in an auto repair shop at least once, by being “pushed into unneeded services, being ripped off or pressured,” said Valentino. “We know that consumers are fed up with the bad service they experience in the auto care industry, and we’re not shying away from this problem, we’re tackling it head on.”
Midas said they are helping drivers make more informed car-care decisions, while also ensuring they provide a best-in-class customer experience. They also recently launched a new training program for franchisees and their employees outlining how stores can better partner with customers to provide straightforward information, as well as problem-solve together for car care solutions.
Their campaign, Don’t Put Up With B.S., debuted with a series of ads on streaming services and social media. Elements of the campaign will also appear on out-of-home-boards (OOH) in Austin, Calgary, Chicago, Boston, Miami, Philadelphia, San Antonio, Toronto, and Vancouver — along with digital channels.
