Campaign increased brand awareness and communicated key messages of: OE quality, safety, range and innovation
Reinforced central concept: made by True Originals for True Originals
Two month campaign achieved in excess of 400K views
Successful targeting sets scene for future campaigns
Six months since its TRW branded ‘True Original’ Corner Module digital campaign launched in North America, the results are in - and ZF Aftermarket has declared the multi-media campaign a resounding success, with nearly 50,000 more hits than predicted by Google.
Mark Thorpe, Director of Sales, US and Canada, ZF Aftermarket explained: “The campaign was a huge success. Our objective was to show how our own True Originals make the highest quality braking, steering & suspension parts for True Originals across NA.” Thorpe continued-:, “We not only achieved our objective of communicating positive brand awareness across a carefully targeted audience, the results show the campaign far exceeded our expectations.”
In a two month period, the campaign achieved 406,502 views and a staggering 19,004,955 impressions. Furthermore, in a four day period at the leading AAPEX and SEMA industry exhibitions, the TRW branded Corner Module video achieved a total watch time of 466,697 minutes.
Google Display Network with its nearly two million sites and apps was selected as the ideal platform. The business used a variety of active - in-stream video plays before a selected feature, and passive tools - adverts and video thumbnails, keyword and topic target its audience.
The campaign concept reminds the North American market that the TRW brand is the one ‘True Original’. Digital media communicated the key messages of safety, quality, range and support; all of which are embodied in TRW’s market leading Corner Module offer of braking, steering and suspension parts.
The campaign featured TRW’s own True Original Chris Kollar, who showed how he extends the passion and commitment invested in his life and sport outside work, to his role within the business.
“TRW’s OE credentials are vast, with over half of the world’s vehicles equipped from new with the brand’s products,” Thorpe stated. “Our intention is that when the market hears the term, it thinks of TRW and all the brand stands for. The total package: the way we act, everything we say and do as well as the passion and commitment we inject into product development.
“From the way TRW considers the safety of all road users, the intelligent and innovative methods in which its OE experience translates into its Corner Module aftermarket offer, combined with the ingenuity and dynamism of the employees it attracts and the manner in which it deals with its global customer base and business partners on a local level - TRW really is the ‘True Original.’”
In addition to North America, the Global campaign was seen across: France; Germany; Italy; The Netherlands; Poland; Portugal; Russia; Spain; Turkey and the UK.