The IMI Professional Register revs up

Award winning digital agency Cyber-Duck announced today that it will be launching a consumer campaign for the IMI Professional Register.

The IMI Professional Register is a database of IMI approved professionals in the automotive industry. The register is used widely within the industry, and increasingly among consumers wanting to select approved professionals. The new campaign that’s being run by Cyber-Duck will ramp up consumer awareness of the register, and in doing so will also bring more value to the professionals and organisations included in it.

The IMI Professional Register sets professional standards in the automotive industry. It is a database listing professionals that have been recognised by the IMI for their experience, professional development and ethical working practices. As such it provides the general public with an authoritative source to find competent and trustworthy professionals.

‘Research shows that over 89% of motorists prefer to deal with an accredited professional’ said Steve Nash, CEO of the IMI. ‘Yet too many consumers are unaware that our Professional Register can help them select skilled professionals within the industry. With Cyber-Duck’s help we aim to broaden consumer awareness, and in doing so we’ll also be raising standards within the industry.’

Cyber-Duck was selected to strategically plan and execute the campaign to amplify the IMI Professional Register’s brand among consumers, ensuring more consumers are aware of the level of trust they can place in IMI accredited professionals, when sourcing a garage.

‘We’re delighted to be running the IMI Professional Register’s campaign,’ said Danny Bluestone, CEO of Cyber-Duck. ‘The IMI Professional Register is a great resource, helping consumers re-gain confidence in an industry thwart with mistrust. Better still, in attracting more consumers the register will also provide more business for the trustworthy professionals listed in the register.’

The six month long, integrated campaign kicked off today, and will use a wide range of informative and entertaining content to promote the IMI Professional Register. Examples include car quizzes, winter driving tips, understanding dashboard warning lights and how to avoid unwanted trips to the garage.

Critically, all content will be adapted to digitally engaging formats, such as infographics, downloadable guides, case studies and videos; that will then be promoted using email marketing, search marketing, social media, blogs and partner marketing channels.