Case study

JAX Tyres & Auto – Delivering peace of mind to Australian drivers

In March 2020, JAX Tyres & Auto announced its rebranding, adding light mechanical services to the 71-year-old brand and reinforcing its value proposition: to deliver peace of mind to customers. They wanted to be known as more than a tyres retailer.

Then COVID-19 hit. With restrictions in place impacting daily driving and travelling, we needed to find new ways to position the retailer’s evolved positioning.

Approach

We reviewed our content strategy to deliver a new meaning for what ‘peace of mind’ meant. The goal was to facilitate a cohesive brand narrative across various communications touchpoints and ensure we could cut-through in a very cluttered media landscape.

The decision was to focus on positioning JAX as a trusted advisor, connecting the brand’s key competitive points of difference across retail, tech, customer experience, and community management, helping to amplify its strengths and maintain its position an industry leader.

Outcome
  • 71 pieces of coverage – 42% increase YoY – and 122 posts of social media
  • Over 3 million impressions across PR and social media
  • Consistent leadership in share of voice in the segment over the year
  • JAX awarded Best CX Transformation and CX Leader of the Year on the CX Awards

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