We created the business-winning "NAPA Know How" campaign. We extended “NAPA Know How” into a unique, ownable brand across all platforms for NAPA. After all, "Advance Auto Parts Know How” doesn't quite have the same ring to it, or branding power.
We evolved the NAPA KNOW HOW campaign after three years with the introduction of a new, offbeat spokesperson. Who better than nearly-dead roadkill to have a birds-eye view and “know how” of cars in need of new auto parts?
Social/Experiential: Breast Cancer Signature Car
During breast cancer awareness month, we gave NAPA Nascar fans the opportunity to raise money and awareness by adding the name of a loved one who survived breast cancer, or lost their battle to it, to the actual #56 NAPA racing car. For each name, NAPA made a matching contribution to a charitable organization that helps fight breast cancer.
The actual #56 Toyota at Michael Waltrip Racing in Charlotte, N.C.