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Auto Service Hits a Home Run with Bay Area Fans.

SpeeDee Oil Change & Auto Services, a nationally franchised automotive service company, expanded to the West Coast after experiencing substantial growth. However, it faced stiff competition from neighboring shops. SpeeDee needed to rapidly build brand equity and loyalty — with a limited budget.

To help SpeeDee become a household name, we developed the popular slogan, “When it’s time for a change, think SpeeDee Oil Change: your oil change, tune-up and smog experts.” Using the brand’s new slogan and teaming with broadcast partners at the San Francisco Giants, SpeeDee has since become synonymous with Giants pitching changes for radio and TV audiences.

We leveraged media relationships to create a unique media property, incorporating “the pitching change, brought to you by SpeeDee” as an added value component to media buys. Whenever a pitching change was announced, announcers read, “When it’s time for a change, think SpeeDee Oil Change…” during the live broadcast, coupled with an on-screen logo to reinforce the brand.

Today, SpeeDee’s tagline is known in Northern California as one of the most memorable in–game features, and has become an embedded part of the San Francisco Giants fan culture. As of 2014, the added value that SpeeDee receives from the pitching change feature is estimated at $800,000 per year.

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