Your car’s family

Context

Avia Motors is one of the most respected car dealerships in Romania, with a heritage dating back to 1991. The business had a steady and sturdy evolution up to the point where they expanded to a new city and eventually added new brands to their portfolio. Having reached this point, they felt the need for a facelift in terms of brand identity. So we crafted one for them, based on something both employees and customers feel about Avia Motors – it’s like family. So we designed a fresh new logo and distilled the brand promise in a tagline: Your car’s family.

After the branding process was over, we were also given the task of creating the first campaigns under the new identity, pointing out some benefits of being an Avia Motors customer and a couple of promos. So we had to make sure that we also express the brand’s new character while doing so.

Insight

Having our family close to us in important milestones of our lives brings comfort and confidence.

Idea

Your car has the Avia family to rely upon in its moments of need just as you have your close ones ready to support you when taking the first steps towards something new.

Thus, we’ve linked human and car turning points together in a series of emotional analogies that capture the essence of family support.

HL: The first steps / The first trip together

Body copy: Just as you have your family close to you, your car has a family to rely upon.

As a member of the family, it gets lifetime free Periodic Technical Check-up and extended warranty and you get loyalty bonuses in the Avia Club.

HL: First time skiing / The first tire change

Body copy: Just as you have your family close to you, your car has a family to rely upon.

As a member of the family, it gets lifetime free Periodic Technical Check-up and extended warranty and you get loyalty bonuses in the Avia Club.

HL: The first exam / The first Periodic Technical Check-up

Body copy: Just as you have your family close to you, your car has a family to rely upon.

As a member of the family, it gets lifetime free Periodic Technical Check-up and extended warranty and you get loyalty bonuses in the Avia Club.

As for the promos, we chose to express the freedom you feel while being home and the ways our families always try to pamper us with goodies.

HL: At home I always receive goodies.

Body copy: We pamper your car with a liter of motor oil on the house.

Your car also deserves the indulgence you get when you’re within the family.

HL: At home it’s OK to stay barefoot.

Body copy: We pamper you with a 100 lei discount on the house for the first service visit.

Your car also deserves the indulgence you get when you’re within the family.