Laughlin Constable, Byrider explore the power of ‘If’

Sobering but true fact about this “booming” economy that we are living in – 78 percent of American workers live paycheck to paycheck.

So, what does that mean driving wise? Well, investing in a comfortable, reliable car becomes a luxury. Enter car financier Byrider and its AOR Laughlin Constable.

The new “The Power of IF” campaign, directed by RW2 Productions’ Lyndon and Lindsey Wade, humbly depicts the challenging moments that, with a little help, can transform into turning points. A beleaguered friend pulls the word ‘IF,’ spelled in alphabet cereal, from her hair.

A woman’s overloaded grocery bags give out, spelling ‘IF’ in spilled fruit. A man who can’t afford a ride share in a rainstorm sees ‘IF’ reflected in a puddle. These are sometimes tough to look at, but that doesn’t make them any less relatable. In fact, they are very relatable with the situations chosen:

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“We partnered with Laughlin Constable to modernize our brand because, as a one-stop shop, they had us covered end to end with capabilities like in-house commercial production at The Hive,” said Marie Lafkiotes, Chief Marketing & Digital Officer. “They began turning our customer research into a multifaceted brand strategy over a year ago. That became the foundation of every aspect of the overhaul.”

Byrider, known until recently as J.D. Byrider, is the largest franchise providing financing for used cars to people with subprime credit. They have been serving people who are high credit risks since they opened their doors in 1989.

With over 150 dealerships in more than 30 states, they have served over 1.2 million customers. But despite their dedication to championing their customers, Byrider wanted to do more.

To reach today’s hard-pressed car buyer, J.D. Byrider realized they needed a brand makeover. That’s where the team at Laughlin Constable, led by CCO Lisa Bennett, stepped in and stepped it up.

The agency helped their outlook shine through in their new motto, “Byrider: Buy. Finance. Drive on.” The total brand identity includes a new name, a new logo, new exterior store signage, new business identity, over 70 all-new pieces of point of purchase materials as well as in-store corporate events.

“Byrider’s profits come not only from car sales but from helping their customers succeed in ongoing car ownership. We were inspired by their commitment to seeing customers on the road and achieving their goals,” said Lisa Bennett.

She addes, “We all know how it feels when we say to ourselves, ‘If only I could afford this.’ Or ‘if only things were different.’ In this campaign, we want to show people that with Byrider, your ‘if’ has an answer.”

 
Credits
Client: J.D. Byrider
   Chief Marketing & Digital Officer – Marie Lafkiotes
   Director of Marketing – Jeff Slaven

Editorial Company – HIVE
   Producer – Lynne Fraser
   Producer – Timm Gable
   Sr. Editor – Eric Arsnow

Source: Laughlin Constable

 
Contact Colin Costello at colin@reelchicago.com.