The Eyes That Don’t Lie

Background

According to a study released by the Spanish Organisation of Consumers and Users (OCU) 6 in 10 people think that mechanics lie. This belief grew during the economic crisis, when society became more suspicious of car maintenance workshops. At Midas, transparency and sincerity have always been part of their DNA. At Midas, transparency and honesty have always formed part of their DNA; but how can you prove to customers that the mechanics are telling the truth? A solution was found to this challenge and it was beaten in a way no other brand has done before. The idea was to focus on facing the main problem – credibility; rather than turning a blind eye.

Not just the product or the brand's credibility, but that of the group of professionals who were most clearly becoming a target of mistrust: mechanics.