The Midas touch was becoming a bit, well, tarnished. The automotive service company needed to get back on the map and show the world that they are the leaders in Total Car Care. We tapped the newly created Midas Hand and his optimistic, witty persona to make sure that drivers everywhere knew that Midas does much more than just change oil. We launched hilarious brand spots and a vigorous digital campaign, complete with successful geo-targeted mobile advertisements based on weather conditions and proximity to the nearest midas store. This work increased overall sales for 59 consecutive weeks and counting!