Brief Description: As market-leader, Kwik-Fit was extremely well-known but sales were in decline, and it was best remembered for a TV campaign last aired in the 1980s. Brand revitalisation was essential. Initially, communications concentrated on price messages. Although this led to an uplift in sales, growth proved to be unsustainable. Research uncovered an entirely different audience and the formulation of a strategy never before tried in this market. This company reaped the financial rewards of its decision to challenge marketing orthodoxy with a brand campaign, and discovered that communicating about service was even more profitable than talking price. In less than three years, the campaign reversed the fortunes of the company, culminating in a sale netting a £½ billion profit; ---(TAGS)--- Full Title: Back in the fast lane : How Kwik-Fit broke the rules and reaped the rewards; Number: 2006/12; Brand: Kwik-Fit; Client: Kwik-Fit; Product Category: Automotive (Automotive aftercare inc. car components); Agency: DDB London; MediaCom; Author: Rachel Lawlan, Clare Newman, David Bassett, Doug Mckenzie, Rachel Congdon; Prize Winners: Silver (Adworks ref: Advertising Works 15)