PRWeek UK Awards Winners 2016: Automotive & Transport

'Get Fit Kwik with Kwik Fit' by Taylor Herring wins the award with its smart take on the post-Christmas health activity surge.

The post-Christmas fitness agenda was given a smart refresh by Taylor Herring in its Fit Kwik campaign for car servicing and repair company Kwik Fit.

The goal was to craft a witty concept that would help customers as well as generate fame and love for the brand. It launched a no-nonsense fitness regime (devised by personal trainer Mikah Simpson) with a 30-minute class helping customers lose their ‘spare tyre’ by using an actual spare tyre.

The campaign served as an effective antidote to faddy diets, expensive gym memberships and celebrity workout DVDs, and capitalised on the annual surge in health activity in January.

Judges’ comment

An idea built on a great pun and brilliantly executed


Highly Commended

Walk the Line – Golin for GWR

Finalists

#ParallelBarking – Weber Shandwick for Vauxhall


MINI JCW: See What It’s Made Of – Iris for MINI UK


Building Cars Live – markettiers for BMW UK/MINI

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