Adding personality to Autobacs by making things “Japan-easy”
With its aisles piled high with accessories and busy workshops, Autobacs Is a haven for car aficionados. By creating “Auto-san”, Brilliant gave the company an intriguing and informative ‘face’, one that helped address a key business issue: that Autobacs sits between the main dealers and the backstreet ma and pa garages for car servicing. Brilliant helped to position Autobacs in a market where they had very low awareness. While not cheap, the company’s services were more affordable than the main dealers. Autobacs found that ‘Auto-san’ came to represent the face of affordability – wherever you saw him (often on the streets) he would point motorists in the direction of a good deal, while helping Autobacs stand out from the crowd, especially online.