Doyen
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20th anniversary of 1,2,3 AutoService
Doyen Auto is a leading European distributor of automotive spare parts and services, supporting a wide network of independent garages. Through brands such as 1,2,3 AutoService and AD Garage, the group empowers local workshops with tools, expertise, and marketing support to compete with large dealership networks.
The 1,2,3 AutoService network brings together independent garages that share a commitment to quality service, transparency, and customer trust. Present across several European markets, the network helps drivers access reliable maintenance while supporting the entrepreneurial independence of garage owners.
In 2024, 1,2,3 AutoService celebrated its 20th anniversary, creating a unique opportunity to reconnect with customers and strengthen the network’s visibility.
Together with ADDRETAIL, Doyen wanted to create an impactful campaign that would both increase brand awareness and drive concrete business results. The activation needed to encourage customers in Belgium and France to book maintenance appointments at their local garages while highlighting the strength of the network. At the same time, the concept had to be flexible enough to be replicated for the AD Garage brand in the Netherlands.
The challenge was multifaceted. The campaign needed to generate awareness among prospects, drive appointments in local garages, and ensure that customers visiting the workshops were aware of the anniversary promotion. At the same time, the individual garages had to be actively engaged in the initiative, encouraging them to promote the campaign locally and strengthen their connection with the network.
The 20th anniversary became more than a milestone. It became a moment to celebrate and reconnect with customers and garage partners alike.
To express the uniqueness of this occasion, the campaign drew inspiration from the well-known French expression “On n’a pas tous les jours 20 ans”—a phrase deeply rooted in French culture and made famous by the 1934 song by Berthe Sylva. The message was simple and powerful: turning 20 is special, and so is the offer that comes with it.
This cultural reference was paired with a strong promotional hook encouraging drivers to seize the moment, because opportunities like this don’t come every day.
Each market received a tailored promotional mechanic aligned with its local commercial strategy. In some countries, customers benefited from an instant discount, while in others they had the chance to win a free maintenance service. This flexible approach ensured that the campaign remained locally relevant while maintaining a coherent anniversary theme.
The activation followed a fully integrated phygital approach. In-garage POS materials ensured strong visibility at the point of service, while digital and social media campaigns amplified awareness and drove traffic to the garages.
Because the success of the campaign depended heavily on the engagement of the independent garages, an internal competition was launched to encourage participation and reward those who actively promoted the campaign. This initiative strengthened the sense of belonging within the network and motivated garages to amplify the campaign locally.
For the digital campaigns, localized targeting was implemented around individual garages through Meta and Google. This multi-country setup was a first for Doyen and allowed the campaign to reach drivers within the direct catchment area of each workshop, an approach that proved particularly successful in France.
The anniversary activation delivered strong results across markets and networks.
Six campaigns were launched across three countries, supporting two brands with two different promotional mechanics adapted to local strategies.
More than 385 garages were involved, with regional targeting set up around individual workshops to maximize local relevance and traffic.
Over an eight-week campaign period, the activation generated 18 million impressions, achieved with less than €40,000 in media investment.
Perhaps most importantly, the campaign successfully mobilized the network itself: 68% of independent garages actively participated, amplifying the reach of the campaign and strengthening their connection with the brand.
The result was not only a successful anniversary campaign, but also a powerful demonstration of how a coordinated phygital strategy can unite a distributed network and transform a milestone moment into real business impact.
