Cary fikser ruta!

Cary Bilglass, formerly known as Ryds, specializes in vehicle glass repair and replacement and is fully owned by the Swedish Cary Group.

Despite its market-leading position in Sweden, Cary’s brand awareness plummeted in Norway after a 2021 name change that was not clearly communicated. Awareness dropped to 2% in Norway, compared to Ryds’ previous 5%.

In a market dominated by Hurtigruta Carglass and Riis Bilglass, Cary only holds a 10% market share. Given the low-frequency nature of auto glass repair services, top-of-mind awareness is crucial, as consumers typically think of a provider only when repairs are urgently needed.
Our mission was to elevate Cary Bilglass’s visibility and establish it as a preferred choice in Norway.

Strategic approach

We began with focus groups and baseline awareness measurements, which revealed surprisingly high awareness of Cary Bilglass among the 18-35 age group.
This demographic is less influenced by competitor branding and, unlike older generations, may have never needed to repair a car windshield.
Given these findings, we decided to target younger vehicle owners—about 800,000 people in total—to position Cary as their go-to brand when windshield repair becomes necessary.

Media analysis further revealed that competitors were investing heavily in traditional channels such as TV and radio.

However, our target demographic spends most of their time on social media platforms like TikTok, Snapchat, YouTube, and Instagram, where humorous and authentic content performs best.

With a more limited budget than our competitors, we identified an opportunity to differentiate Cary through a focused and cost-effective digital strategy.

Campaign execution

Recognizing that car damage can be particularly stressful for younger drivers, we developed the concept “Cary fikser ruta – helt stressfritt” (“Cary fixes your windshield – stress-free”).
The campaign aimed to highlight the simplicity and ease of windshield repair at Cary.

During the ideation phase, we noticed recurring personality archetypes on the platforms our target audience frequents.
Two standout personas were the “That Girl” character and the “Guttagjengen” (a group of humorous, relatable guys).
By creating content around these personas, we could make Cary’s message feel authentic, integrating it seamlessly into the viewers’ social feeds.

The “That Girl” role was portrayed by an actress, while we enlisted the popular sketch group @tigergutt, with over 140,000 TikTok followers, to embody the “Guttagjengen” persona.

The narrative in each video followed the characters’ humorous reactions to unexpected windshield chips, building up to the solution: Cary Bilglass, the most stress-free way to handle windshield repairs.

We took a strategic risk by creating longer videos that only revealed the brand and main message toward the end. To ensure that viewers stayed engaged, we crafted content carefully to captivate audiences through to the conclusion.

To blend in naturally with the digital environment, we filmed all content on mobile devices. In addition to the main videos, we produced shorter versions (6 and 15 seconds) with clear branding and messaging from the start.

These were distributed across TikTok, Snapchat, Meta, and YouTube, and the campaign ran in two pulses of four and two weeks each..

Results

Throughout the campaign, we generated over 15 million ad impressions at an average cost per spread of NOK 35, staying well below benchmarks across various channels.

We achieved high attention retention and completion rates, confirming the success of our approach.
Engagement surpassed expectations, especially on TikTok, where our main videos alone generated around 50,000 likes and 500 overwhelmingly positive comments—an unusual outcome, as this demographic typically engages only with content that genuinely resonates.

Additionally, the slogan “Cary fikser ruta!” has begun to appear in comments on @tigergutt’s own videos, indicating strong brand recall. Cary’s TikTok profile also grew from zero to 1,294 followers, reflecting active interest from our target group, who are eager for more Cary Bilglass content—an opportunity we’re excited to pursue.