Maaco
Transformed
A comprehensive national brand refresh campaign that repositioned Maaco from a paint shop to a transformation partner — rewriting the cultural narrative around automotive care and driving 29% growth in franchise inquiries nationwide.
The Brief
Maaco had a perception problem. Despite being America's largest auto painting and collision repair network for over 50 years, consumers saw them as a budget option rather than a transformation destination. The brief: change that story at scale.
The Approach
Working Title Partners developed a brand platform built around the emotional power of transformation. We produced a national campaign featuring real customer stories — before-and-after narratives that made the car a metaphor for personal reinvention. Cinematic automotive photography, emotional scoring, and a new brand voice elevated every touchpoint.
The Result
Franchise inquiries increased 29% in the first quarter following launch. Brand perception scores shifted dramatically in target demographics, with "quality" and "transformation" replacing "cheap" as primary brand associations. The campaign ran nationally across broadcast, digital, and out-of-home.