Australia – mycar Tyre & Auto has partnered with creative advertising agency TBWA\Sydney and PR agency Eleven to launch a campaign for its newest auto-translate utility that helps car owners understand the language of the cars.

With Auto-Translate, car owners can have car terminologies instantly translated into simpler and more relatable terms through text, voice, or bill scanning.

The campaign for Auto Translate spans film, digital, social, and PR. It features a hero film video and three digital case study videos that discuss the problem of car owners having a hard time understanding their auto technicians and mechanics.

Users can now access the auto-translate utility on mycar’s official page.

Adele Coswello, chief customer officer at mycar Tyre & Auto, shared, “At mycar, we are committed to putting people first, so supporting drivers in learning more about their car, instead of leaving them guessing, made complete sense.”

“With Auto-Translate, we aim to help Australians learn more about their car by providing an extra layer of confidence after discovering that 95% don’t feel very confident in understanding an auto technician,” she added.

Also commenting on the campaign, Simon Hayes, creative director at TBWA\Sydney, said, “With Auto-Translate we continue to build upon mycar’s promise of ‘People First’ and stretch the brand beyond its traditional service offering. We’re very lucky to have such a great partnership with mycar and are excited to bring this much-needed utility to the world. Kudos to our terrific clients.”

Sydney, Australia – To highlight the importance of those drivers returning to driving after experiencing road trauma, car servicing brand mycar Tyre &Auto has teamed up with TBWA\Sydney and Eleven to launch a campaign that features the initiative ‘Return Plates’ (R Plates). This recognises drivers returning to the road after suffering trauma or following a significant break from driving.

The R Plate aims to encourage empathy from other road users, so returning drivers will feel less pressure, giving them time and space to recover. 

Said initiative connects drivers with links to local and national support services, making help available at any time as well as providing access to real stories and the science behind road trauma recovery. R Plates sees mycar Tyre & Auto continue to build on its brand platform.

To properly launch the initiative, the campaign tapped Dr. Jason Thompson, associate professor at the University of Melbourne, for his expertise in psychology, transportation and post-injury rehabilitation. 

Commenting on the campaign, he says, “People talk about the physical injuries associated with car accidents, but we often overlook the psychological impact associated with the experience. It is a huge burden that Australia carries, it’s an issue we can do something about and this campaign is a great start.”

Adele Coswello, chief customer officer at mycar Tyre & Auto, said, “Our research shows that despite being a nation of confident drivers (89%), almost half of Australians (43%) have lost their confidence at some point, with around three-quarters (73%) having been affected by a road incident.”

She added, “At mycar, we are committed to putting people first, so supporting drivers returning to the road made complete sense. With R Plates, we are helping to signify to other road users that the driver is going through something that otherwise can’t be seen, encouraging empathy and extra care. Returning to the road is also a return to freedom, independence and confidence.”

Meanwhile, Evan Roberts, chief creative officer at TBWA\Sydney, commented, “There have been many people involved in bringing this initiative to life. While this is just the beginning I would like to take a moment to thank our incredible clients, production partners and, of course, our own people who have given so much to this project.”