Military AutoSource

Situation

Overseas Military Sales Corp, an automotive distributor with exclusive rights with the US Military to distribute American spec cars at 100 locations around the world, was undergoing an international rebrand to Military AutoSource and needed support repositioning its brand and announcing the change.

Strategy

Linx realized that success rested on the outlook of MAS’s unique customer base, America’s servicemen and women. After creating initial creative concepts and positioning, Linx conducted thorough end-user surveying to uncover preferences and inclinations. Once the results were in, Linx was ready to drive MAS through a successful brand launch that involved everyone on-base, from commanders to military personnel.

Solutions

Armed with quantitative data from MAS’s customer base, Linx repositioning the brand as MAS…Driving Freedom, with supporting on-base creative to announce the launch. Linx developed a corporate brochure that conveyed MAS’s value and dedication to the troops, and through a partnership with MyMilitarySavings delivered extra value to the brave men and women on base. Linx planned and developed a Grand Opening Free Gas social media contest, rewarding $1,500 in free gas, to engage the residents of the base and coordinated Base Commander involvement to rally base troops, awarding a separate prize to the base with the highest contest involvement. With a new brand comes a new look, and Linx directed and produced an overarching brand video overseas at a military base.

Results

MAS saw a successful grand opening and participation in the contest. The repositioning of the brand created an emotional connection that has driven ongoing engagement among the target market as well as an increase in sales.