PALM BEACH GARDENS, Fla. — Big O Tires L.L.C. has launched an advertising campaign that pays tribute to store employees by turning the theme of customer satisfaction surveys into country songs.
The "Trust Legends'' campaign, created by Kansas City, Mo.-based Barkley Inc., uses online reviews to pay homage to team members through a series of country-music themed anthems sung by the band Railtown Prophets.
"And, like real associates, the mechanics don't have time to sidestep a theme band following them around," the company said.
"For example, one employee named Bruce, who rolls up the garage door, is surprised (and a little annoyed) by the out-of-place appearance of a three-person country music band that follows him throughout his workday singing customer kudos like, 'Born and raised and proud of this town, if you need tires you know who's around, it's Bruce — Big O's Bruce,'" according to the company.
Other spots feature "Christine," a service writer, and "Albert," a mechanic, who are equally busy and politely non-impressed by their new theme band.
The campaign launched on Jan. 11 and will air primarily on television and radio in 23 states and run on social media sites and in Big O stores.
"All of those positive customer reviews were made possible because Big O franchisee and staff are dedicating themselves to their jobs every day, and they deserve to hear that it makes a difference," Al Urban, vice president of marketing and advertising at Big O Tires, said.
"During a time where so much of our day-to-day is spent connecting with people remotely online, we were inspired by the reviews that were deeply appreciative of positive in person interactions at Big O Tire service centers," Chris Cima, creative director at Barkley, said.
Big O Tires is a franchised program offered by TBC Corp.