Jiffy Lube Maintenance Partners for Life

In the summer of 2007, Jiffy Lube International (JLI) challenged Cone to develop the company’s first-ever national cause promotion. Cone and JLI identified the American Heart Association’s (AHA) Go Red For Women (GRFW) movement as the most strategic partnership opportunity. The result was the Jiffy Lube Maintenance Partners for Life campaign, designed to raise $1 million by asking customers to donate $3 to GRFW. In appreciation, customers received a Jiffy Lube savings books with more than $100 in savings, health tips and healthy recipes.

The messaging Cone developed plays on the parallels between maintaining heart health and vehicle health, educating people on smart, preventive efforts for their bodies and their vehicles. Strategies included:

• Conducted an integrated marketing communications campaign to help increase awareness of heart and car health, while raising funds for the AHA’s GRFW movement
• Armed franchisees in local markets with easy-to-use tools to activate the campaign in their markets
• Used media relations to raise awareness of the campaign
• Leveraged the Web to spread the word and engage consumers
• Used the AHA content to build credibility for the campaign

The fundraising effort raised $1,034,757 for the AHA’s GRFW in two months, the first AHA sponsor to reach the $1 million mark in its first year. This campaign also allowed individual Jiffy Lube franchisees and service centers, who had not previously worked together, to rally in a unified effort around a common marketing strategy. Additionally, 50 percent of current Jiffy Lube customers stated they were more likely to return due to the partnership with the AHA.