We needed an idea that could live in TRICOs timeless brand while feeling new and fresh, a simple platform that was emotional rather than technical—something with which consumers could make an instant connection.
We rejected industry tropes (like fear-mongering and discount flag-flying) and opted for the most timeless tool of all: emotional storytelling.
As a team, we were drawn to the emotional moments that happen in the car. From the smiles on the first day of school to sight-seeing on family road trips, TRICO delivers clarity that makes meaningful moments safe and possible.
From this insight, we surfaced our platform: “Never Miss A Moment.”
Modern brands meet modern consumers across many touchpoints, and our idea needed to work across all of them. We measured “Never Miss A Moment” against every relevant medium—radio, social media, online video, and more.
Once we ensured our idea could work across all mediums, we tested it on actual consumers. Earning real-time feedback from potential customers helped us to sharpen the creative and shape it further.
We used what we heard from customers to modify the creative and strengthen our ideas.
A message only matters if it meets the right person at the right time. That’s why we collaborated with our client and their media partners to ensure each execution reached potential consumers at the right moment.
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