Last year, Jiffy Lube gained more than 5 percentage points of market share in the franchised fast-lube business that it already led. And now the brand has launched its first national advertising campaign in 20 years to attempt to consolidate and build on its gains.
Under Jiffy Lube's new "Leave Worry Behind" tagline, a pair of TV spots (titled "Luge" and "Roller Derby" with tongue-in-cheek timing to the Olympics) debuted on June 11th. They depict predatory mechanics who "are just determined to find something to repair" on your car — even if repair isn't required. Many car owners can identify with that sentiment. Jiffy Lube is depicted as their refuge. "We don't fix vehicles," the voiceover says. "We help keep them running right."
While the campaign isn’t inspired by the Olympics — the sports-theme campaign's media buy this month comes at the height of pre-Olympics fever among marketers— it’s a reflection of Jiffy Lube differentiating itself from repair shops: most dealers/mechanics want to find things to fix, whereas Jiffy Lube wants to prevent expensive repairs through preventive maintenance.
Created by JWT Atlanta, with media buying handled by Mindshare, the integrated "Leave Worry Behind" campaign includes television, radio, print, digital and social media components. In addition to the national TV spots on major broadcast and cable networks, the campaign's digital activation includes strategic buys on key online properties such as MLB.com and MSNBC.com to coincide with the 2012 Olympic Games. Additional activations will follow and the campaign creative is available to Jiffy Lube franchisees to support local marketing efforts.
According to the campaign's press release, "Additional changes are being implemented to support the Jiffy Lube commitment to worry free car care. For example, a new Jiffy Lube pledge — which outlines the 'Leave Worry Behind' promise — is now clearly visible in service centers across North America. The brand will also be expanding its social media presence with a new Jiffy Lube Facebook page, designed to provide fans with helpful tips and information, and to more directly engage with customers and solicit feedback in real time." An iPhone app was introduced in April to also connect with customers on mobile.
"Drivers are holding on to their cars longer, making preventive maintenance more important than ever," stated Jeffrey Lack, Director of Brand Marketing for Jiffy Lube International. "Jiffy Lube wants to be the provider for drivers looking to maintain their vehicle and keep their ride on the road for the long-haul. The new 'Leave Worry Behind' campaign hits on just that — the Jiffy Lube commitment to providing a high-quality, worry-free service experience that gives customers peace-of-mind, and reassures them that we get the job done right."
Jiffy Lube's emphasis on preventive maintenance — compared with actual repairs made by likes of auto-brand dealerships or, say, Midas service centers — has helped the unit of Shell Oil grow recently by taking advantage of the "pent-up demand" for automobiles that also has been propelling the U.S. new-car sales market lately. Many car owners are still trying to nurse their automobiles past 100,000 or even 200,000, which Jiffy Lube vows to help them do, and yet the company also benefits as growing numbers of these Americans give up on the jalopy and decide to buy a new vehicle.
"People are servicing their cars more again after they drove less and did less with their cars during the recession," commented Stu Crum, Jiffy Lube International's president. "And purchases aren't bad for us either, because we also meet manufacturers' recommendations." Using Jiffy Lube doesn't invalidate an OEM's warranty, and "the reason we see many new cars is because of our value proposition," Crum added. "We can get customers in and out more quickly" than dealership service departments, "and consumers trust us."
One reason for the trust, he said, is a beefed-up training program covering franchisees' 20,000 employees across the country, who gain professional certication at the end of it Jiffy Lube also has been sprucing up the look and feel of franchisees' retail outlets with improved waiting areas. "And outside," Crum said, "we have a new log, new paint jobs, a new fascia."
"Our value proposition is compelling to consumers" against competition from dealerships and other service providers, he added. "That's what the brand is all about."