Your car is an extension of you.
Reigniting the loyalty for 250K Tommy’s Express customers who needed
a reminder that car washes are a way to love themselves.
Client
Tommy’s Express Car Wash
Creative Direction: Katy Stafford
Art Direction: Ben Petersen
Motion Direction: Morgan Tinney
Copywriting: Austin Roeters
Photography: Geoff Shirley
Retouching: Susan Mann
How is a car wash going to stand out in an industry where the top 50 companies only own 20% of the national market? I’ll give you a hint: it’s not by adding another wash tier.
Tommy’s Express Car Wash came to my team with an audacious goal. They wanted to be known as America’s car wash of choice. Our job was to implement a brand evolution that felt more premium on a national scale and to launch a customer loyalty campaign that reignited the love with Tommy Club members who had paused or cancelled their memberships.
No matter the bends in your road, your car is there for each mile of the journey. From the “dirty back seat” season of parenting to enjoying weekend hobbies or treasured family road trips, “Love your ride” reminded customers that Tommy’s Express keeps your car looking sharp and performing well, so it’s always ready to match your vibe.
Getting
results
-
“Love your ride” included a massive library of visual assets and a headline bank to serve the needs of franchise owners across the country—from midwestern locations touting salt protection in the heart of winter to Texas sites wanting to boast about mud protection and no-hassle belts for your dually. When the feedback came in to headquarters, we learned we’d knocked it out of the park across the board.
-
The year of our partnership (2023), Tommy’s Express was recognized as the fastest growing franchise in the United States. It was the perfect moment to reposition the brand and it poised their internal team to take our assets and run with them.
-
Now, Tommy’s Express is opening up locations globally, starting in Paris and turning attention to the Middle East. Our hope is that Tommy’s Express is now outfitted with the right tools to celebrate stories across all different cultures and languages.