Mr. Lube

While Delta, B.C.-based Mr. Lube has more locations and customers than any other quick lube provider in the country, the category overall was underdeveloped in Canada. Over the years, car dealers have done a great job of implying that changing your oil anywhere but at a dealership would void your warranty. While Mr. Lube had made headway with consumers in establishing itself as a credible, professional alternative to dealers, the convenience message still needed reinforcement.

Rethink found a chink in the dealers’ armour: research showed that consumers hated the hassle of taking their car to a dealer, where appointments often needed to be booked weeks in advance. In contrast, Mr. Lube never requires an appointment, and most customers are in and out in 30 minutes.

The “No Appointment Necessary” campaign built on last year’s anti-dealer messaging, moving to the service desk in the rear of the dealership, where customers encountered the joys of trying to make an impromptu appointment. Each TV spot contrasted this with the convenience offered by Mr. Lube, closing with the question, “Ready for a change?”

Rethink hammered away at the convenience message to reach the male-skewed audience in all mediums. Convenience messaging for print, out-of-home, DM and online borrowed imagery from dealer service manuals, which often help drive business to local franchisees. Finally, a new loyalty program, the Mr. Lube Club, was created to help keep dealer customers after they defected.

Initial results show the campaign has been a success. The Mr. Lube Club is off to a good start, with over 400,000 sign-ups in less than a year, and approximately 30% of customer visits resulting in membership. Mr. Lube leads the quick lube category in unaided awareness nationally with top-of-mind recognition from customers.

The franchisee community has also embraced the campaign. Many of them have told stories of car dealers in their markets using examples from the campaign at internal sales meetings. A competitor launched a radio spot directly taking on Mr. Lube over the spring months. The BCAMA took notice, naming Mr. Lube Marketer of the Year.