Don’t ask Siri – Ask Dad!
Remember that guy who was your superhero thoughout childhood? Who knew the answer to all of life’s big questions? When did google replace him? This Father’s Day, Supa Quick is reminding us that Dad is still our superhero.
Supa Quick briefed their agency, Artifact Advertising, to create a celebratory Father’s Day (June 18th), campaign this year with partners Bridgestone and Willard Batteries.
Artifact Client Service Director, Sandy Smith, says that research revealed that more than 60% of millennials don’t know how
to change their tyres or check their oil and that 94% of people ask the internet for advice before they ask their dads.
“Given that our safest place growing up was on dad’s shoulders, we decided to put dad back on his pedestal and ask: what would your #SupaHero dad do?”
The big idea was to celebrate our #1 SupaHeroes and resulted in three pieces of educational, but humorous, and entertaining content showing how a quirky Supa Quick SupaHero dad shows his kid the ropes when it comes to changing a tyre, checking oil and jump starting a car.
The videos are fun and intended to encourage organic sharing. This feel good campaign is heavily weighted towards social media with featuring dads and their children, including what makes dads the ultimate #SupaHeroes.
The campaign also offers a reward for engaging: if your dad is your ultimate #SupaHero, then you can win one of four Gift Experience vouchers to the value of R5000 each to enjoy this Father’s Day.
Smith says the campaign aims to solidify Supa Quick as the tyre fitment experts with a more human, ‘for everyone’ approach in order to build brand affiliation and heightened brand awareness.
In-store collateral will support the digital and social campaign, which runs until 18 June 2017.
