tough enough for l.a.:
Campaigns that literally drove traffic
Background & Challenge: Southern California, the car capital of the U.S., is an important market for Jiffy Lube. And while oil changes are crucial for the life of your car, nobody really wants to think about that. We needed to come up with a way to remind people of the urgency of regular car care without getting preachy.
The Strategy: Southern California is also the entertainment capital of the world. So we reached people where they lived, in their cars, with outdoor billboard and radio campaigns that entertained as well as informed.
The Result: The campaigns consistently led to increased car counts whenever our radio was on the air, and in years where the brand had flat sales around the U.S., the LA Jiffy Lube market rose an average of 10% higher.
Campaign: "Street Smart"
My role was creative director and copywriter. I also cast and directed the radio sessions. Outdoor touted the expertise of Jiffy Lube. Radio celebrated their customers, the everyday driving 'heroes' of Southern California traffic...
The Strategy: Southern California is also the entertainment capital of the world. So we reached people where they lived, in their cars, with outdoor billboard and radio campaigns that entertained as well as informed.
The Result: The campaigns consistently led to increased car counts whenever our radio was on the air, and in years where the brand had flat sales around the U.S., the LA Jiffy Lube market rose an average of 10% higher.
Campaign: "Street Smart"
My role was creative director and copywriter. I also cast and directed the radio sessions. Outdoor touted the expertise of Jiffy Lube. Radio celebrated their customers, the everyday driving 'heroes' of Southern California traffic...
Campaign: "The Grime Fighter"
My role was creative director and copywriter. I also cast and directed the radio sessions.
My role was creative director and copywriter. I also cast and directed the radio sessions.
Campaign: "Or Else"
My role was creative director and copywriter. I also cast and directed the radio sessions.
My role was creative director and copywriter. I also cast and directed the radio sessions.
