Country Base: Croatia
Industry/Sector/Keywords: Automobile, Automotive, Transportation, Car Parts, Repairs, Sales
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.
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.
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.
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
Anja Bauer Minkara
Petra Despot Domljanović
Brand Implementor: Jelena Mezga
Design and Communication: Bruketa&_inić OM – www.bruketa-zinic.com
Director: Sanja Petek Mujačić
Art Director: Neboj_a Cvetković
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