Midas Unveils New Brand Campaign “You can Rely On Us” Via AJF Partnership

Midas Unveils New Brand Campaign “You can Rely On Us” Via AJF Partnership
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One of Australia’s most established car servicing brands, Midas has launched a new, fully integrated brand and retail campaign created by AJF Partnership, “Midas. You can rely on us”.

The campaign demonstrates that Midas is always transparent and frank when it comes to servicing your car, unlike perceptions of the category.

Midas is introducing Australia to their newest store manager, Frank, to bring this to life. He’s a 2ft tall, blue felt embodiment of the trustworthy frankness you’ll get with every Midas service.

Frank said “Let’s be frank about press releases, they all sound the same. There’s the usual quote from the G.M of Marketing that I am ‘actually a distinctive asset that will cut through and engage with our audience,’ then the agency CD says something that makes the client happy like ‘Frank is always frank and honest, not only when it comes to car repairs, but also in life’ blah, blah, blah. It then usually wraps up with a ridiculously long list of credits of people that only spent five minutes working on the campaign.”

He continued, unprompted, “But at Midas, we’re different. Instead, we’ve made this press release nice and short so you can go straight to checking out the creative and start thinking about what razor-sharp witticism you’re going to write in the comments below – anonymously of course.”

‘Midas. You can rely on us.’ launched yesterday across TV, radio, social and online, with a website refresh and update to store livery also taking place.

Campaign Credits

 Client: Midas

  • Bapcor Retail Executive General Manager: Tim Cockayne
  • General Manager: Rob Lewis
  • Bapcor Retail General Manager Marketing: Karl Winther
  • Local Area Marketing & Media Manager: Cameron McMahon
  • Advertising Coordinator: James Tavitian

Creative: AJF Partnership

  • Executive Creative Director and Founder: Adam Francis
  • Creative Director: Andy Jones
  • Senior Copywriter: Matt Newman
  • Senior Art Director: Rhyen Ellis
  • Client Partner: Bryce Coombe
  • Senior Account Director: Ferne Archer
  • Senior Strategist: Elyse Scott
  • Senior Integrated Manager: Paul Davis
  • Film and Photography Producer: Soraya Darwish

Film Production: Sweet Shop

  • Director: Max Barden
  • Managing Director: Edward Pontifex
  • Executive Producer: Greg Fyson
  • Producer: Tom Davies
  • Post Production: ARC edit
  • Producer: Freya Maddock
  • Editor: James Ashbolt
  • Colourist: Edel Rafferty
  • Flame Artist: Eugene Richards
  • Sound: Final Sound
  • Sound Engineer: Craig Conway
  • Producer: Pip Wright

Puppet Creation: The Puppet Creation Lab

  • Puppet Maker: Michael Lanzer
  • Puppeteer: Jarrod Fairclough

Photographer

  • Garth Oriander

Media: Hatched

  • Founder and Owner: Jack Byrne
  • Managing Partner: Stephen Fisher

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AJF Partnership Midas

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