Best Retail Integrated Ad Campaign

It’s not as easy selling oil changes as it once was. Less young people own vehicles, and there’s increased competition with dealerships selling car maintenance services. As a result of these factors, prior to Jiffy Lube® Ontario embracing digital marketing in 2014, the company had seen a steady decline in their revenues (like much of the sector) for several years.

Goals:

1. Enhance User Experience – Our goal was to present an omni-channel experience to consumers landing on their website from any device and for users to know that Jiffy Lube® can take care of their vehicle’s maintenance needs.

2. Increase Website Traffic – Historically, there’s been a correlation between website traffic and car counts, so we sought to build a plan that would continue to build website traffic.

3. Improve Organic Search Traffic – Our goal was to go after the consumers that grab their smartphone and use Google to look for local oil change locations when they are unsure where local suppliers exist.

4. Generate Coupon Downloads – A historically successful way to introduce new and repeat customers for the brand is through coupons that consumers can redeem for service discounts. Much effort would go towards campaigns to generate leads in this fashion.

5. Increase Car Counts – As a result of integrated digital marketing, our goal was to increase car counts across the 59-store network. Achieving this goal would be the culmination of the other goals above coalescing successfully together.

To review this entry, goals and creative in detail, please visit:

https://www.tbkcreative.com/iac-2018/jiffy-lube/

Contributors:

Director of Marketing:	Dianne Hinds, QLO Management (Jiffy Lube® Ontario)
Director of Marketing:	Rick Morton, JL Management (Jiffy Lube® Ontario)
Marketing Manager:	Terri Lynn O'Brien, QLO Management (Jiffy Lube® Ontario)
Chief Creative Officer & CEO:	Melissa McInerney, tbk Creative
VP, Digital:	Michael Ramsey, tbk Creative
VP, Technlology:	Andre Lefort, tbk Creative
Director, Digital Operations:	Amanda Tadgell, tbk Creative
Director of Accounts:	Kylie McConnell, tbk Creative
Sr. Graphic Designer:	Serj Kozlov, tbk Creative
Digital Specialist :	Joshua Waller, tbk Creative

TBK CREATIVE

Website: www.tbkCreative.com

Location: Canada

About the Agency:

Founded in 2010 and with approximately 40 staff members tbk is a marketing and software company that builds some of Canada's highest quality web design, branding, digital marketing and software solutions. With 29 service lines, tbk helps its clients successfully compete in local, regional and global marketplaces.