Creative Brief

Date: 　　　　　　 4 Jan 2010

Client: Golden Point Auto Care Corp.
Brand: Rapide Auto Repair Service Experts
Strategic Planner: Valdeavilla, Sarah R.
Branch: CA 215 BC2B

Background: What is the challenge for the brand?

Explain in your own words what is the brand’s challenge based on your knowledge of the
brand and the consumer, and your analysis of the market.

Rapide is an auto repair shop which started late 1998. Today they are the
country’s leading auto repair shop service with 22 branches and 24 franchises.
They have more than 50 shops nationwide (in Metro Manila, Luzon and Visayas).
Rapide’s first auto repair shop is in Makati. They have a good technical people
which undergo through trainings, their equipments are internationally certified
and has a quality tools. They give good servings and treats costumers nicely.

“Nobody beats Rapide. Nobody!” these four words is Rapide’s tagline because
they serve the costumers very well. They have a comfortable lounge for
costumers who are waiting for their cars and while they are waiting some of
Rapide’s staff offers a free coffee for the costumers and when it comes to
repairing cars they can repair breaks, steering and suspension including clutch,
drivetrain, batteries and tire services. They also offer warranties and safety
inspections for your cars.

Rapide has many competitors because now there’s a lot of auto repair shops
nationwide like talyers, some gasoline stations that offers auto repair service.
Nissan, Toyota and Honda which they called Casa these are some of Rapide’s
competitors. Nissan only
repair Nissan cars, Toyota repairs Toyota cars and Honda repairs Honda cars
unlike Rapide they can repair any type of car whether it is Toyota, Honda,
Nissan etc.

Rapide’s loyal costumers are those who have auto repair problems who want
good service and good repair quality.

Based on the challenge, what is the opportunity for your brand?

The opportunity is a strategic opportunity that has to be expressed via a strategic goal
based on the challenge for the brand.

Rapide for sometime can’t repair engine problems, they don’t have computer
analysis and do not offer car wash unlike other auto repair shop that can repair
engine problems, has computer analysis and offers car washing. In other words
Rapide does not give all the service that the costumer wants.

However, Rapide is the country’s leading auto repair shop service. They have 22
branches and 24 franchise, they have more than 50 shops nationwide. So
Rapide is one of the good and popular when it comes to auto repairing service.

The Strategic Path

- I want to take my brand from Current perceived position

Rapide’s current positioning in the market is that it is a well known auto repair
shop nationwide because it can repair a lot of automobile problems, it is
accommodating, much cheaper and easy to find because it has many branches
and franchises and can be seen just along the streets.

- To that future perceived position

Rapide’s future positioning in the market is that it has a well certified equiptment
and quality tools it is internationally certified equipment in Midas USA. It has a
well trained and fully skilled technical people and when it comes to services they
have good services and treat the costumers very well.

Brand Personality
To be described in 3 to 5 words and one picture
• Awesome, sanguine, positive, in demand

Who are we talking to?

(GET) Describe the target audience but also add relevant insights about his state of
mind/lifestyle based on your research.
Most of Rapide’s costumers are male who were 18-40 years old, who owns cars,
office workers and company drivers. When there cars have problems like brakes,
tires etc.　and want to inspect there cars they go to an auto repair shop like
Rapide. If some of there friends have automobile problems they refer Rapide’s
auto repair shop to them because of its cheapness, it can be easily found and
has a high quality when it comes to repairing cars. And while they’re waiting for
there cars they can relax at the comfortable lounge or talk to the technicians
about there auto problems which gives them information about auto repairing.

But some of the costumers also go to other auto repair shop if Rapide can’t
repair there auto problems, like for example engine problems they will go to other
repair shops like Casa, talyer or in some gasoline station that offers auto repair.

What consumer/market insight can help you get there?

(WHO) The insight has to be relevant to the category of products/services being
advertised: What is the unmet need or the desire?

For the costumers or anyone who wants to repair auto problems, they just want
they’re cars to be repaired they want good service and nice treatment because
they don’t want to return their cars and fix it again and again because it will cause
a lot of money to consume auto problems

That’s why cars has a need to be taken care of car users and has a need of
good quality service and costumer service.

What is the brand’s promise to answer the insight?

(TO) How does the brand fulfill that unmet need or desire?

Rapide is the leading auto repair shop service nationwide. They have the highest
level of quality when it comes to auto repairing, quick auto repair service and
good treatment for costumers. They have a well skilled technical people,
comfortable lounge and cheaper price and can fix auto problems. They have
many shops (branches and franchise). And assure you to give the best service
that they can.

Why should the consumer believe you?

(RW) Give us the most relevant reason(s) to believe that the brand will answer the
unmet need.

Rapide was built because of frightful demand of high quality automobile repair
which serves people for almost 12 years, from 1998 up to know we can say that
Rapide is “subok na” and you can trust. That’s why they do have many shops
nationwide such as 7 branches is makati, 1 in manila, 2 in mandaluyong, 2 in
rizal, 5 in laguna etc.. We can say that they are really in demand when it comes
to automobile repair.
Rapide can repair a minimum of 12 cars per day which can give us insight that
they are really quick in repairing cars.

And to convince other costumers, maybe they just continue their good services
and do much better programs and benefits.

If you were to sum up your proposition in a selling line, what would it

be?
(BY TELLING THEM)
Imagine you’re the creative, look back at your brief and see if you could write a tagline
for the ad. Is your proposition broad enough to work across different types of
advertising?

“The best of all the best” ― Rapide Auto Repair shop service
“Just beat it!”

Group Account Director Signature: ………………………………………..

Client Signature: ………………………………………..

Client Rating: ………………………………………..