U-Pull-&-Pay + Leap Group: The Brand Strategy Behind “Keep The Drive Alive”

U-Pull-&-Pay is an automotive junkyard with 12 locations across the United States. They came to Leap Group with a modest market research project.
Our Ph.D.-led team of market researchers uncovered a treasure trove of human insights practically begging for a brand strategy. We discovered opportunities for UPAP to stand out in their market and make emotional connections with customers.
We gave this underdog of a junkyard a strong communication strategy powered by brand planning, strategy, analytics and creative - all brought to life in a national video, print, outdoor, digital, and social campaign “Keep The Drive Alive.”
While refreshing UPAP's look, we transformed their website into a one-stop content resource for the audience to boost brand affinity. We fine-tuned their VIP club to reward UPAP brand loyalists. To boost a recruitment campaign, we produced some UPAP swag.
We took U-Pull-&-Pay from zero to 60. Don’t believe us? Check out the results for yourself.
Visit U-Pull-&-Pay’s website: www.upullandpay.com/
Learn more about Leap Group: leapgroupnetwork.com/