Blowing the whistle on bad service

CHALLENGE

Since 2021, we’ve supported Midas’ South Carolina market with NIL content featuring football players from surrounding universities. Prior to 2024, the campaign lived separately from brand campaign efforts. We saw an opportunity to better integrate the NIL effort into the brand narrative in a way that added momentum, while achieving our local objective of increasing awareness.

SOLUTION

In 2024, Midas launched their new brand campaign, Don’t Put Up with B.S. (Bad Service). The campaign is aimed at exposing the bad practices by auto care brands, while positioning Midas as the place to get great auto care without all the B.S. We worked with players from the University of South Carolina and Clemson University to bring a football-inspired twist to the brand campaign just in time for college football season. Our concept featured a Midas official who literally calls B.S. on bad behavior from everyone’s not-so-favorite shady mechanic. We created a series of videos that all communicate all the reasons customer should reroute to Midas for their auto care needs.

RESULTS

Since its launch in September, the campaign has led to 52% year over year increase in impressions, 18% lower CPM and 53% higher content engagement rate — proving the power of integrated storytelling coupled with authentic local nuances is a true game changer.