Agency: DDB London/MediaCom | Authors: Rachel Lawlan, David Bassett, Clare Newman, Doug McKenzie and Rachel Congdon |
Kwik-Fit – Back in the fast lane: how Kwik-Fit broke the rules and reaped the rewards
INTRODUCTION
This is the story of a retailer that turned market convention on its head.
As market-leader, Kwik-Fit was extremely well-known – spontaneous brand awareness was 69%1, more than 45% higher than its closest competitors. But sales were in decline, little had been invested in marketing for some time, and it was best remembered for a TV campaign last aired in the 1980's.
Brand revitalisation...