A humorous summer campaign that leverages seasonal driving frustrations as category entry points to boost Roady's mental availability and brand distinctiveness.
Business Problem
In summer, common driving frustrations — slow routes, poor A/C, parking stress — become vocal complaints from passengers. These situations act as natural category entry points for car maintenance services, yet are often underleveraged by brands.
In summer, common driving frustrations — slow routes, poor A/C, parking stress — become vocal complaints from passengers. These situations act as natural category entry points for car maintenance services, yet are often underleveraged by brands.
Creative Solution
Roady activated these seasonal pain points through humor-driven films: one dramatizing how timely repairs silence summer “backseat drivers,” and another reinforcing Roady’s distinctiveness in Portugal through its core brand assets — passion, proximity, and expertise — while keeping a consistent, light-hearted tone.
Roady activated these seasonal pain points through humor-driven films: one dramatizing how timely repairs silence summer “backseat drivers,” and another reinforcing Roady’s distinctiveness in Portugal through its core brand assets — passion, proximity, and expertise — while keeping a consistent, light-hearted tone.
Results
By linking relatable summer tensions to vehicle upkeep, the campaign increased mental availability for Roady during a high-friction driving season — anchoring the brand to real-world triggers that drive buying behaviour
By linking relatable summer tensions to vehicle upkeep, the campaign increased mental availability for Roady during a high-friction driving season — anchoring the brand to real-world triggers that drive buying behaviour
Agency: Mustard | Role: Creative Director/ Creative/ Copywriter
