AutoGuru tackles the issue of female inclusivity in the automotive world head-on in a refreshing female-focused ad.
AutoGuru's first brand campaign titled 'Who's the Guru' steers clear of the sexist automotive stereotypes and instead empowers women to take charge of their car troubles.
AutoGuru, a Surfers Paradise based business, is the Booking.com for mechanics, making finding and comparing car servicing quotes online a breeze for anyone.
The advertisement, created by recently acquired UDKU, features a quirky, self-aware female lead who shows just how easily you can go from knowing nothing about cars to becoming a guru.
Driving this campaign is the finding that women are twice as likely to book a mechanic online than men. User statistics also show that for younger women, aged 20 to 40, comparing quotes online and reading reviews is an important factor when seeking out mechanical services.
Based on this insight, positive female inclusivity for AutoGuru was a must. It’s a stark contrast to the negative stereotypes in automotive advertisements generally.
Earlier this year, UltraTune's objectification of women and their portrayal as helpless in their 'Unexpected Happens' campaign became one of Australia's most complained about marketing campaigns of all time, a reputation AutoGuru was keen to avoid.
