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Auto Windscreens appeals with ‘Wheels of Squeal’

Auto Windscreens has appointed acclaimed agency Uber to develop, implement and manage a decidedly ‘furry’ social media campaign, ‘Wheels of Squeal’.

06/08/2012 (press release: Online PR) // Chesterfield, Derbyshire, United Kingdom // Lizzy Crofts

Auto Windscreens has appointed acclaimed agency Uber to develop, implement and manage a decidedly ‘furry’ social media campaign, ‘Wheels of Squeal’, which features a chipmunk, badger and gerbil.

Having expanded significantly over the last year, winning new business from insurers and fleet customers and responding to new demand by recruiting staff and opening new fitting centres across the UK, this is part of an initiative to increase brand awareness. The company, which specialises in windscreen chip repair, asked Uber, who were recently placed in the top three agencies outside London, to help build a concept suitable for multiple social media channels.

Following Uber’s research into Auto Windscreens’ target market, three characters were devised – Chip Chipmunk, Bob Badger and Lil’ Bill Gerbil. Each has a very different personality and biography, but all are self-confessed petrolheads, as revealed in the ‘Wheels of Squeal’ blog and in separate Facebook and Twitter accounts.

Uber’s Head of Digital, Nic Jones, said: “This is the kind of brief art directors dream of; character development, illustration and deciding what car a gerbil should drive. We’d also like to state for the record that all rodents were paid standard CAG (Critters Actors Guild) rates (generally nuts, berries, Cristal)!”

Nigel Davies, Managing Director of Auto Windscreens, said: “Having known the three creatures in question for some time, and the kind of antics they get up to, I’m sure they’ll bring a whole new dimension to our work. They are the kind of animals that people will want to get to know, and as it’s their first foray into the world of social media, we anticipate they’re going to make a lot of new friends.”

The campaign will go live at the end of May – visit For more information about Auto Windscreens, call 0800 999 5000 or visit and for further details about Uber, visit


Notes to Editors:

About Auto Windscreens

Auto Windscreens is owned by Trifords Limited, part of the Markerstudy Group. It is a leading automotive glazing company, serving customers throughout the UK and across all sectors from managed fleet to insurance. With a nationwide network of fitting centres and backed by a fleet of mobile service units, Auto Windscreens is an expert in windscreen repair and windscreen replacement. The company head office and dedicated contact centre is based in Chesterfield.

For further information about Auto Windscreens, contact:

Lizzy Crofts

Marketing & PR Executive



T: 0844 854 8713


About Uber

Uber were named as one of Campaign magazine’s top three agencies outside London, Marketing magazine’s top 30 creative agency, The Drum ‘Integrated agency of the year’, RAR recommended agency, and Yorkshire Post ‘s top 20 PR & Advertising company 2011. Other clients include Superdrug, Activision, Casio, BAFTA, Best Western, Warner Bros., The Perfume Shop and OnLive.

For further information about Uber, contact :

Kim Harbour

T: 0114 2787 100

Social Media Tags:windscreen repair, windscreen, windscreen replacement, social media, auto windscreens, uber

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