Case study

JAX Tyres & Auto – Delivering peace of mind to Australian drivers

In March 2020, JAX Tyres & Auto announced its rebranding, adding light mechanical services to the 71-year-old brand and reinforcing its value proposition: to deliver peace of mind to customers. They wanted to be known as more than a tyres retailer.

Then COVID-19 hit. With restrictions in place impacting daily driving and travelling, we needed to find new ways to position the retailer’s evolved positioning.


We reviewed our content strategy to deliver a new meaning for what ‘peace of mind’ meant. The goal was to facilitate a cohesive brand narrative across various communications touchpoints and ensure we could cut-through in a very cluttered media landscape.

The decision was to focus on positioning JAX as a trusted advisor, connecting the brand’s key competitive points of difference across retail, tech, customer experience, and community management, helping to amplify its strengths and maintain its position an industry leader.

  • 71 pieces of coverage – 42% increase YoY – and 122 posts of social media
  • Over 3 million impressions across PR and social media
  • Consistent leadership in share of voice in the segment over the year
  • JAX awarded Best CX Transformation and CX Leader of the Year on the CX Awards