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  • ClientChameleon Car Care
  • IndustryAutomotive
  • CategoryBrand Management, Creative Direction, Digital

Chameleon Car Care: Brand Overhaul and Marketing Reactivation

Chameleon Car Care: Brand Overhaul and Marketing Reactivation

  • ClientChameleon Car Care
  • IndustryAutomotive
  • CategoryBrand Management, Creative Direction, Digital

Chameleon Car Care offers a total, affordably luxurious solution, comprising 4 component services: steam washing, exterior and interior polishing and detailing, tinting and paint protection. Chameleon delivers these services directly to the customer, whether parked at home, outside the office or any other safe location. However, the company was in virtual stasis, with a negligible footprint in the market. 

The Assignment

1. Brand Overhaul: Deepmark took on the task: to deliver a core-to-shell rewrite of Chameleon’s genome, fleshing out the character of the brand with an augmented and fine-tuned visual identity, and a new suite of mission, vision and positioning statements to define Chameleon’s purpose and goals. 

2. Marketing Reactivation: Deepmark had to design a comprehensive marketing plan and then execute it with flair, to regenerate awareness of Chameleon and drive sales.

Marketing Reactivation

Deepmark designed a fresh livery, creating an eye-catching visual identity that communicated cleanliness, prestige and flawlessness. 

Deepmark created and deployed a comprehensive marketing campaign. SWOT and situational analyses of Chameleon’s market position and potential revealed the optimal communication channels for Chameleon’ newly written messages. Selling propositions were developed and target audiences identified. Deepmark designed a launch campaign and followed up with tactical campaigns that promoted specific Chameleon services. A digital marketing campaign promoted Chameleon exhaustively across social media. 

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