O’Brien rolls out first ever campaign aimed at younger audience
O’Brien has been repairing windscreens for 100 years, so it’s not surprising they were relying on advertising funnels from the last century.
The company’s new “Stop! Repair time!” campaign, driven by Atomic 212°, is the first time O’Brien has launched an advertising campaign through BVOD, YouTube and gaming, alongside its linear TV advertising.
Given the digital delivery systems, the new ad is aimed at the 18-34 market – and, in keeping with legal requirements for internet videos, features a loveable animal – Winston, a singing French bulldog.
O’Brien Commercial Director, Nick Street, said: “O’Brien is driven by serving its customers and we recognised there was a segment of the car-owning market that we haven’t really spoken to.
“Consumers under 35 are looking for quick, affordable and sustainable solutions and products, and O’Brien chip repair is faster, cheaper and greener than installing an entirely new windscreen.
“It’s been an exciting challenge to expand our channel and creative thinking with Atomic 212° to land this message with the younger audience.”
Atomic 212° group account director, Jess Torstensson, said: “O’Brien is a household name in windscreens and glass. The O’Brien jingle and ads are something many Australians over 35 have grown up with, but younger car owners are less familiar with the brand.
“O’Brien is celebrating its centenary this year, so for an iconic Australian brand to recognise the need to evolve its approach – with both its hugely successful creative and channel mix – is a testament to the insight and collaboration between the whole agency and client village.”
Credits:
Nick Street, Commercial Director, O’Brien
Bridie Commerford, Consulting Head of Group Marketing, O’Brien
Claudia Johnston, Senior Marketing Manager, O’Brien
Arielle Peters, CEO & Creative Director, Two Giraffes
Emily Whitefield, Creative Producer, Two Giraffes
Chris Thompson, Creative Producer, Two Giraffes
Bernard Braithwaite, Co-Founder, MIME Analytics
Jess Torstensson, Group Account Director, Atomic 212°
Jesse Chapman, Planning & Trading Director, Atomic 212°
Anne Mui, Programmatic Director, Atomic 212°
Paris Mcilwrath, Planning & Trading Executive, Atomic 212°
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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