DRIVING AUSTRALIA FORWARD, TOGETHER
Exceptional circumstances called for an exceptional approach to unifying our industry in its time of need
The AAAA’s membership is made up of a diverse mix of fantastic automotive businesses large and small, covering manufacturing, supply, retail, tools and equipment, service, repair and modification.
Employing thousands of workers and contributing greatly to our economy, together AAAA members are driving Australia forward.
As the voice of the Australian aftermarket, the AAAA is working hard to ensure its members can get on with doing what they do best.
As part of this work, the AAAA recently collaborated with AusGarage – a premium automotive marketing agency based in Brisbane – to produce and launch a 30 second television commercial style video encouraging the Australian public to support their local automotive businesses.
“It is a perfect time for the AAAA to share positive messaging around the industry we serve,” AAAA Head of Membership and Marketing, Tiffany Conway, said.
“The COVID-19 pandemic generated such uncertainty and fear that here at the AAAA we knew we needed to help members quickly and effectively. Along with our online COVID-19 resource centre, webinars and specialist hotlines, we saw the opportunity to support members with a celebration of their great strengths and a call to the public to support local automotive business in the form of a promotional video.
“In keeping with the exceptional circumstances of running a business in a pandemic, how this video was produced was exceptional in its own right. Not one face-to-face meeting was held to discuss the brief or script – all arrangements were made virtually and only skeleton staff were allowed at each filming location to abide by social distancing and gathering rules. With no travel allowed, we could also only work with Brisbane locations and members, and what an inspiring group of members they are!”
As a great example of how the industry works together to achieve shared success, featured in the video were representatives from AAAA members Pedders, Century Yuasa Batteries, Fulcrum, AMA Group (East Coast Bullbars), Accelerate Automotive, and Prestige and Performance.
Collectively, these brands and businesses represented the automotive industry holistically, touching on various sectors such as manufacturing, service and repair, and retail. Together, they also showcased their determination to meet customer needs with their genuine commitment to customer care and providing innovative automotive solutions.
“We were really grateful to our video superstars for sharing their time and business premises with us, to ultimately help other members and industry colleagues. It is not every day you have a film crew set up in your workshop or factory, and it is not every day that you’re asked to be a spokesperson for your industry,” Tiffany explained.
“AusGarage were great to work with, they really understood the purpose and value of this activity and were totally committed to producing a video that the automotive aftermarket would be proud to be represented by.
“It is great that together we have been able to encourage the public to support local, and as such help to create jobs, foster innovation and help the aftermarket industry drive the economy forward.”
AusGarage has served the Australian aftermarket for almost a decade and is passionate about all things automotive.
“The ‘support local business’ message is something we at AusGarage feel pretty strongly about,” AusGarage Director, James Payne, said.
“We were honoured to work with the Australian Automotive Aftermarket Association and the local automotive businesses featured in the final piece. The message conveyed was one of strength and unity.
“We look forward to working closely with the AAAA on future campaigns that continue to support, unite and promote the industry we are so passionate about and proud to be a part of.”
The video was released in early June via AAAA’s social media, website and electronic newsletter platforms. AusGarage has also shared the video on its Facebook and LinkedIn platforms.
AAAA Members will have the opportunity to use campaign materials linked to the video for their own business.
To view the video, visit www.aaaa.com.au/news/together-we-are-driving-australia-forward