AutoZubak Company is the market leader in retailing and servicing of some of the strongest automotive brands such as Audi, Volkswagen and Seat. Brandoctor was hired to rebrand AutoZubak due to the expansion of its business and introduction of new services in the market place.
The rebranding process focused on the tradition and the experience that AutoZubak has acquired since 1978, but also to modernize the brand and enrich it with new attributes such as friendly and personal.
The research showed that trust is the most important emotion among customers when it comes to buying and repairing their vehicles. They are cautious when it comes to uncertified dealerships but also perceive the authorized ones as lacking in providing value for money.
Therefore, the main insight was that people return to those they trust – that was also chosen as the brand’s new slogan. AutoZubak was repositioned as a modern, friendly and trustworthy brand with strong heritage.
Brandoctor also defined the brand architecture and developed three new brand extensions – AutoZubak Neostar (sales of used cars and servicing all the vehicle brands), AutoZubak Movens (car fleet management) and AutoZubak Pro (equipment, parts and supplies).
Bruketa&Žinić OM developed the new visual identity and communication which is more direct, humorous and friendly. British animation studio Trunk, also known for its collaboration with the Rolling Stones, has worked on the TV ad.
Brandoctor / Anja Bauer Minkara (Senior Brand Consultant, Naming Consultant, Copywriter), Petra Despot (Brand Consultant, Naming Consultant), Jelena Mezga (Brand Implementor)
Bruketa&Žinić OM / Davor Bruketa, Nikola Žinić, Miran Tomičić, Dragan Lakićević (Creative Directors), Sanja Petek Mujačić (Director), Nebojša Cvetković (Art Director), Ivan Čepelak, Lana Mujičić (Copywriters), Martina Ivkić (Account Executive Senior), Vesna Đurašin (Production Manager), Radovan Radičević (DTP)
Željka Županić (Designer)
Trunk Animation UK ltd. (Animation)
Bold studio (Video production)
Livada (Audio Production)