Australia’s biggest and fastest-growing independent media agency, Atomic 212°, has launched an innovative campaign with O’Brien which sees the iconic brand target younger consumers for the first time.
The “Stop! Repair time!” campaign also marks the first time the 100-year-old O’Brien brand has used BVOD, YouTube and gaming ads to complement its linear TV advertising.
The new ad is aimed at people aged 18 to 34 and introduces lovable Winston, the singing French bulldog, and expert technician Nat in a dramatised account of how a seemingly innocuous windscreen chip can really spoil a trip.
O’Brien Commercial Director, Nick Street, said: “O’Brien is driven by serving its customers and we recognised there was a segment of the car-owning market that we haven’t really spoken to.
“Consumers under 35 are looking for quick, affordable and sustainable solutions and products, and O’Brien chip repair is faster, cheaper and greener than installing an entirely new windscreen. It’s been an exciting challenge to expand our channel and creative thinking with Atomic 212° to land this message with the younger audience.”
Atomic 212° Group Account Director, Jess Torstensson, said: “O’Brien is a household name in windscreens and glass. The O’Brien jingle and ads are something many Australians over 35 have grown up with, but younger car owners are less familiar with the brand.
“O’Brien is celebrating its centenary this year, so for an iconic Australian brand to recognise the need to evolve its approach – with both its hugely successful creative and channel mix – is a testament to the insight and collaboration between the whole agency and client village.
“It’s been a true collaboration by O’Brien’s marketing department, Mime Analytics, Two Giraffes and Atomic 212° and we’re very proud it,” she said.
Atomic 212° has offices in Sydney, Melbourne, Brisbane and Darwin. For more information, visit www.atomic212.com.au
