According to a survey by the OCU (Spanish consumer organisation group), 6 out of 10 people think that mechanics tell lies. A belief worsened by the recession, which has increased the general public’s mistrust of auto repair garages.

This creates a problem for Midas, an independent chain specialising in vehicle repair, as it casts doubt upon the reliability of their maintenance services and leads drivers to prefer official dealerships that inspire more trust, or make their choice solely on the basis of price, due to a lack of differentiation from our competitors.

We built the campaign website: www.theeyesdontlie.com, to which we diverted all traffic from the PR actions we organised and social media where the campaign was displayed with a highly developed audio-visual content. There we hosted the promotion for the final consumer to participate in on the website or via social media with the hashtag #theeyesdontlie. On the homepage the user could view a summary of the project via an informative video. All the tests the mechanics took, including summaries on video of the tests passed on each of the 6 main benefits of the brand, were also made available to the user. All the reports extracted from the tests were published on the website.

Meanwhile, we organised a press conference along with a strategy for content and influencers on social media, which were the only tools used to communicate the campaign to our target.