The ambition of this campaign is to help Australians gain confidence when talking about their car. So we developed an online translation tool - Auto-Translate to help drivers understand complex technical automotive language with simple, humorous analogies.

The mobile tool was specifically designed to educate in the moments customers needed it most - wherever technical automotive language was being used - people could simply pull it from their pocket to speak, text or upload receipts for real time translations.

The tool is now used throughout the business, from call centers to staff training.

Changing the way mycar experts talk to customers, and

Auto technicians (and the automotive industry in general) are one of the most mistrusted industries in Australia. One where jargon and technical terms are used to deliberately confuse, rather than facilitate.

Mycar Tyre & Auto, one of Australia’s largest tyre and automotive service/repair companies (with over 275 stores nationwide) are dedicated to putting ‘People First'.

So they decided to break free of this misconception and genuinely help Australians to be more confident when talking about their car.

Our aim was to reduce the embarrassment people feel when talking with automotive experts through behaviour change that puts education in the hands of customers when they need it most.

Introducing Auto-Translate. A web based tool to help people learn the language of car.

Housed on the mycar site, it translated technical car terminology consumers were used to hearing into humorous and easy to understand analogies.

Designed to be used where consumers were most confused by technical automotive language, people could simply pull their phone from their pocket then talk, type or upload a bill to translate car parts in real time.

Search data was used to determine the most frequently used terms before we worked with our own experts and to translate the technical terminology into explanations everyone could understand.

The simplified car terms also helped mycar staff talk to their customers in a way that made the technical language easy to understand.

By creating an interactive and customer-centric tool, mycar has truly transformed the way people experience the brand and powerfully demonstrated their promise of ‘People First.’

Car owners had a genuine reason to be skeptical of the Automotive service category.

A survey from Industry body American Automobile Association shows most drivers don’t trust auto mechanics. 76% believe repair shops recommend unnecessary services and 73% believe mechanics overcharge for work.

88% of people surveyed in our research agreed they wished they knew more about their car as it would make them feel more confident when they take it in for repairs or servicing.

With our brand and service being tarnished by car owners' assumptions, we knew the only way to tackle the problem was through education to build understanding and in turn, confidence.

An educational tool was just one part of our comms strategy.

To cut through, disarm a skeptical audience and endear them to the brand we chose to use humour and truth about feeling out of depth in a technical conversation.

Built for both web and mobile Auto Translate is simple to use and - unlike Google Translate - used humorous analogies to unpack complex automotive language for over 200 different automotive terms.

The tool was supported with an advertising campaign that demonstrates the brand’s commitment to driver education at every touch point.

The tool is used not just by customers, but by employees too, changing the way mycar experts talk to customers, and transforming the way people experience the brand.

The tool has been built to stay live on-going, that means new terms will be added as the automotive service market changes - including Electric Vehicle terms being included in the coming months.

The campaign reached more than 25 million people nationwide, appearing across news, broadcast and digital channels.

mycar website traffic saw a + 52.99% increase in engaged sessions compared with the same period in the previous year.

Because Auto-Translate gives easy to understand analogies to explain technical terms, it out performed Google’s own translation service - ranking #1 in Google search and transforming the way people search for automotive understanding.

And mycar now has a customer satisfaction score of 4.84* on an industry average of

3.53.

But the tool isn’t just for those confused about technical car language, mycar call center operators and staff are now using it to better communicate with customers changing the way people experience the brand for the better.

And by increasing car confidence, the brand has truly demonstrated their purpose of ‘People First.’

*rise of 0.04 after just four weeks at the time of publishing.