mycar Tyre & Auto’s Auto Translate makes users fluent in car speak

mycar Tyre & Auto, Eleven and TBWA\Sydney have rolled out Auto-Translate – a program that translates automotive terminology for the everyday person.

The announcement:

There is nothing more embarrassing than trying to talk to an auto technician, knowing you are out of your depth. Thankfully, mycar Tyre & Auto are coming to Australians’ aid with Auto-Translate, a utility which helps people learn the language of car.

Developed by TBWA\Sydney and Eleven, Auto-Translate allows the user to enter car terminology via text, voice or scanning their bill and have it translated into simple, relatable terms.

Chief customer officer at mycar Tyre & Auto, Adele Coswello, says: “At mycar, we are committed to putting people first, so supporting drivers in learning more about their car, instead of leaving them guessing, made complete sense.

With Auto-Translate, we aim to help Australians learn more about their car by providing an extra layer of confidence, after discovering that 95% don’t feel very confident in understanding an auto technician.”

Simon Hayes, creative director at TBWA\Sydney, said: “With Auto-Translate we continue to build upon mycar’s promise of ‘People First’ and stretch the brand beyond its traditional service offering. We’re very lucky to have such a great partnership with mycar and are excited to bring this much-needed utility to the world. Kudos to our terrific clients.”

The campaign comes to life across film, digital, social and PR, which link users to the utility itself.


mycar Tyre & Auto
Chief Customer Officer – Adele Coswello
Head of Marketing – Cynthia Fernandez
Marketing Executive – Susie Hawkins

Creative Agency: TBWA\Sydney

PR Agency: Eleven

Media Agency: Hearts & Science

Production: FINCH

Director: Jae Morrison
Producer: Jackie Adler

Music Composition: Squeak E Clean Studios

Composer: Jesse Watt
Music Producer: Karla Henwood

Technical Consultant: Giuseppe Di Blasio
Sound Design: Beau Silvester

Source: TBWA\Sydney Group


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