2016 Bronze The Best Business to Business campaign

Agency LAW Creative

Client TRW Automotive Aftermarket

Campaign summary Real, eccentric, fanatic mechanics

Campaign overview

The automotive aftermarket is crowded with suppliers making the same claim. Most marketing focuses on Original Equipment, so the aftermarket has become devalued through overuse and no brand value.

With the rise of counterfeit and cheap parts, TRW required a campaign to emphasise their originality.

Strategy

To showcase the expertise that TRW people bring to product and services worldwide, a new video story launched quarterly to the aftermaket as the real voice of TRW people.

The next step was to target garages and distributors and to raise TRW’s profile through targeted emails, targeted YouTube, Google Display, Gmail and programmatic advertising as it was also crucial to be seen at ground level.

Compelling campaign POS and posters appeared in garages throughout Europe, along with regional trade press and adaptable campaign sales tools.

The initial launch was planned across Europe, but the high success rate saw True Originals launch worldwide including campaigns for North America and Asia Pacific.

Creativity

The automotive aftermarket was jaded by the ‘same old’.

Attaching faces and compelling stories to products and services really resonated. By refreshing this story quarterly, each story covered a new facet of the company as a whole. Brake pads, corner modules, shock absorbers etc. Each story had a name behind it (ie. Guido, Amelie) making TRW stand for something different.

The passion of their people brought the campaign to life. Filmed on location, each story had its own identity - sidecar racing to horse riding. Each hobby translated to skills applied to work, showing a dedication beyond the ordinary.

The campaings were highly-targeted and use machine learning to build customer profiles that ensured audiences received relevant communications and helped to build ROI.

Results

The campaign generated more than two million YouTube views. 57% of viewers watched more than 75% of the video, showing how the documentary-style held attention and helped TRW be seen in a new light.

On campaign launch, Guido’s brake pad story reached 972,424 views through targeted press adverts and online display banners.16% of people who searched ‘brake pads’ on YouTube in the UK viewed the video. There were more than 80 million impressions, and YouTube subscribers increased 300%.

During the campaign period, there was a 130% increase in catalogue searches resulting in additional £9M in sales. HTML emails across the whole campaign achieved above industry average click through and unique open rates - 32.4% - demonstrating the cut through of real stories, well told.

Team

Ben Smart (Global Marketing Director) • Bahar Sabet (Global Marketing Communications Manager) • Alexander Knorn (Global Digital Manager - Parts and Service)