AutoZubak

Country Base: Croatia
Industry/Sector/Keywords: Automobile, Automotive, Transportation, Car Parts, Repairs, Sales

Industry Setting

AutoZubak is the leading Croatian distributor of top automobile brands such as Volkswagen and Audi. As the financial crisis strongly affected the Croatian automobile market and more people bought used cars or repaired their old ones, AutoZubak had to change its brand positioning and market segment.

Challenge

AutoZubak was synonymous with good quality and reliability, but was also perceived as too expensive. In order to expand its market share, AutoZubak had to expand its business to all car brands, not just premium ones.

Strategy

AutoZubak has been in the marketplace since 1978 and began as a small car repair shop. Over the years, it grew into a big company focusing on Audi and Volkswagen. The analysis showed that AutoZubak needed to diversify its brand portfolio to gain bigger market share.

To show the expansion into the new market segment, we launched a sub-brand that embodies the playfulness and image of reliable quality. We named that sub-brand Neostar – as it symbolizes the synergy between the new (Latin neo) and old (star meaning old in Croatian and star as in a heavenly body). The strategy created the feeling of friendliness and playfulness that you have only with someone you know for a long time, like a long, trusted friend. The brand essence is projected through the new repair center as well as the visual identity, commercials, and more, showing car parts in a funny dialogue that is both entertaining and educational.

Result

In 2014 the Croatian car market finally showed signs of recovery with AutoZubak leading the trend. After rebranding, AutoZubak sold 13% more cars than the year before. It increased car repairs via Neostar by 4% to brands other than Audi or Volkswagen. AutoZubak stopped being perceived as an exclusive brand. The company managed to keep its reputation of great quality and reliability, while it improved its friendly and trustworthy image.

Client: AutoZubak – www.autozubak.hr

Brand Strategists/Designers: Brandoctor – www.brandoctor.com

Senior Brand Consultant: Anja Bauer Minkara

Brand Consultant: Petra Despot Domljanović

Naming Consultant:

Anja Bauer Minkara

Petra Despot Domljanović

Brand Implementor: Jelena Mezga

Design and Communication: Bruketa&_inić OM – www.bruketa-zinic.com

Creative Directors:

Davor Bruketa

Nikola _inić

Miran Tomičić

Dragan Lakičević

Director: Sanja Petek Mujačić

Art Director: Neboj_a Cvetković

Copywriters:

Ivan Čepelak

Lana Mujičić

Designers: _eljka _upanić

Account Executive Senior: Martina Ivkić

Production Manager: Vesna Đura_in

DTP: Radovan Radičević

Retail Design: Brigada – www.brigada.hr

Creative Director & Architect: Damjan Geber

Project Manager & Architect: Marina Brletić

Furniture Designer: Katarina Perić

Architect: Jurica Sinković

Production Manager: Ivana Valid_ić

Photographers:

Domagoj Kunić

Domagoj Bla_ević