mycar built a free tool that translates car jargon into plain English

Australians fear the auto shop partly because they cannot understand it: mycar's research found that 95% of people lack confidence in understanding an auto technician. The ordinary marketing answer would be a reassurance campaign telling customers the brand is honest.

mycar Tyre & Auto instead launched Auto-Translate, a free web tool developed with TBWA\Sydney and Eleven that translates car terminology into simple, relatable terms. Users can type a phrase, speak it, or scan their repair bill, and the tool explains the parts in everyday language, backed by a series of humorous films about miscommunication at the garage.

Every element of the campaign, from film to digital and PR, points people to the utility on mycar's mobile site. The work was shortlisted at Spikes Asia 2024 for three awards in Brand Experience & Activation, including Use of Mobile & Devices.

Sell trust by teaching the jargon

The tool removes the actual source of distrust: not understanding the bill.

Google search data made the translations match what people genuinely ask.

Humorous analogies make the education shareable.

The free tool gives every ad a reason to click through to the brand.

If customers distrust you because they cannot understand your category, teach them the vocabulary instead of claiming honesty - a free utility turns anxiety into competence.

Auto-Translate became a permanent utility on mycar's site, extended the brand's 'People First' positioning beyond its service offering, and picked up three Spikes Asia 2024 shortlist nominations in Brand Experience & Activation.