Al Markazia, Toyota's authorized dealership in Jordan, is facing a challenge that is affecting the brand's reputation when it comes to maintenance. Fake spare parts are flooding the market and it is hard for the average consumer to tell the difference.
Original Spare Parts
Close enough. Not good enough.
We needed to remind people to pay attention and make sure to go for the original; even if the spare part looks the same, they’re not the same.
Close enough is not good enough. We created a series of print ads showing celebrities' look-alikes in a real-life situation; at a glance they look the same, but if you look closer, you can see the difference.
Brought awareness about the fake spare parts issue and triggered people to question and investigate before making a decision.