VANCOUVER, May 6 / - Mr. Lube Canada received top honours at
the
Marketing Magazine and Canadian Franchisee Association (CFA) Awards
for their
latest advertising campaign, "Ready for a Change?" Both award
ceremonies
recognize creative contributions and excellence in advertising and
marketing.
The Marketing Magazine Awards were presented in Toronto on May 1,
2008, while
the Frankie's were presented at the CFA National Convention, in
Deerhurst,
Ontario on May 5, 2008.
"Mr. Lube decided to take the dealers on directly, with humourous
ads
that showed some of the "tricks" dealers use to instill fear and
confusion in
customers," says Brent Cuthbertson, VP Marketing, Mr. Lube Canada.
"The
campaign was based on real insights gleaned from consumer research.
The
positioning was expressed in the campaign call to action: "Ready
for a
change?"
The Marketing Magazine Awards are the only national ad creative
competition and the most coveted domestic prize in the Canadian
advertising
industry. Mr. Lube received Silver in the Radio Campaign Category
for its
'Difference' commercial and Bronze in the Single Television
Commercial (under
:30 seconds) for 'The Keys'. The entire campaign focuses on
challenging the
consumer's choice for automotive preventative maintenance services
against the
automotive dealers.
With five nominations and five awards, Mr. Lube swept the Frankie
Awards
Ceremony, presented by the CFA. Mr. Lube Canada took Gold in three
of the five
categories they were nominated in and Silver in the remaining two.
Gold was
received for the Radio Advertisement 'Difference', 'The Keys' in
Television,
and 'Victoria Bus Back' received Gold in the Transit/Bus
Shelters/Outdoors
Category. Silver Awards were received for the Business to Business
Brochures
Category for the 'Franchise Application Brochure' and Corporate
Identity for
Company logos inspired by a vehicle's dashboard.
"Being recognized nationally by these two organizations for our new
brand
campaign validates that we are building excitement and momentum in
what many
consumers see as a "low interest" category," says Paul Healey,
President & CEO
of Mr. Lube Canada. "Our campaign clearly presents Mr. Lube as the
clear
dealer alternative, providing warranty approved services focusing
on what
consumers want "convenience + quality". These awards help to
reaffirm our path
as we continue to expand our distribution network and franchisees
across
Canada."
About Mr. Lube Canada
Mr. Lube Canada is Canada's No. 1 quick lube provider and a leader
in the
automotive routine maintenance category with 93 locations across
Canada.
Founded in 1976, Mr. Lube Canada has served over 32 million
customers in its
32 years history. Headquartered in Delta, BC, the company also has
a regional
office in Mississauga, Ontario to support its national franchise
network.
