案例库 · 市场与品牌 · 市场决策 · 2023-2024
这条还没译成中文，下面是英文原文。
mycar built a free tool that translates car jargon into plain English
Australia's mycar offers Auto-Translate, a utility that turns confusing car terminology into simple, funny analogies.
mycar Tyre & Auto
那一手
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.
为什么管用
- 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.
可以搬走什么
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.
后来呢
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.
资料来源
- Helping People in the Language of Car With Auto-Translate
- The Work 2024 Contenders: TBWA
- Spikes Asia 2024 shortlists: Australia leads the pack
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