Case Study for Agency
03-1014798-378

The Problem
JN Phillips Auto Glass, the largest player in New England’s highly
competitive auto glass industry, had recently been damaged by a
scathing undercover story aired on Fox 25 news. The Fox story exposed
shoddy and unsafe installation work by a number of auto glass
companies, including three of the four largest players. Although JN
Phillips itself was not mentioned in the story, the company was
concerned that a negative public perception of the industry could
adversely affect business.

Action
We developed a cause-related marketing campaign designed to help JN
Phillips “take the high road” by reinforcing its commitment
to safe auto glass and secure, professional installation. We
engineered a partnership with the Washington-based non-profit Advocates
for Highway and Auto Safety. During a nine-month period, a portion of
the proceeds from each auto glass installation will be donated the to
Advocates, to help advance lobbying for tougher seat-belt laws,
stricter licensing requirements and safer standards for trucking, among
others.

The Results
JN Phillips now enjoys status as the area's industry leader and go-to
company for information, and highlighted when J.N. Phillips was
exclusively quoted by The Boston Globe in a recent consumer article
about auto glass replacement.