Sears Holdings Corp., along with creative partner the McGarryBowen agency, is rolling out a new national advertising campaign for Sears Auto Centers that emphasizes convenience, trust and doing what’s right for the customer. Most of the ads are accompanied by the tagline: “This is the exception to the rule; This is Sears Auto Center.”
Key elements of the campaign include …
• 15-second and 30-second TV spots designed to illustrate the anxieties of car repairs from a customer’s perspective, as well as highlight Sears Auto Centers’ commitment to doing what’s right for the customer every time by providing certified, helpful technicians.
• Outdoor billboards emphasizing a commitment to honest vehicle maintenance at convenient locations nationwide.
• Radio commercials that invite listeners to stop by neighborhood Sears Auto Centers, which are open seven days a week, for service with the latest automotive maintenance technology.
• Public relations initiatives, digital menu boards and new in-store signage.