Exactly a year since its European launch, TRW Aftermarket has declared its ‘True Original’ multi-media marketing campaign a resounding success; with the first three phases of the product focused campaign, to date achieving a staggering 2.7 million views on YouTube. The unique campaign reminds the market that the brand TRW is the one ‘True Original’.
Through a number of initiatives, the messages of safety, quality, range and support which are embodied in the market leading Corner Module offer of braking, steering & suspension parts and systems, have been successfully conveyed through traditional and digital media across the globe. The campaign features TRW employees who extend the passion and commitment they invest in their life outside work, to their role within the business.
Ben Smart, Global Marketing Director, TRW Aftermarket, explained the concepts behind the campaign messages: “ZF TRW’s Original Equipment credentials are vast, with over half of the world’s vehicles equipped from new with the brand’s products. Over time we felt the acronym ‘OE’ had become distorted, generic and overused. This campaign strikes new life into the term ‘Original’ by refocusing on its true meaning.
“Our intention is that when the market hears the term, it thinks of TRW and all it stands for. By stating that TRW is the ‘True Original’, we mean the total package; the way we act, everything we say and do as well as the passion and commitment we inject into product and service development.”
Phase one focused on TRW’s safety critical, innovative brake pad offer, the second part centered on shock absorbers and the third and latest installment communicated that with a 100 year heritage, TRW’s Linkage & Suspension program is still a world leader. The fourth chapter in the True Originals story, focusing on its market leading brake disc program went live last month.
“As true global leaders, we have a responsibility to our customers to ensure they have access to the highest quality products, as well as the highest levels of technical and digital support,” Ben continued.
“With an in-depth understanding of the market and its needs, we invest heavily in product development and digital innovation; supporting our customers and helping to make the world’s roads a safer place.
“In line with our strategy of becoming a digital leader, we focused on the whole digital tool kit to make the maximum impact. We worked closely with Google to beta-test the latest and most applicable advertising services, and focused on the use of video and YouTube to achieve maximum impact with our target audience.”
“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,’” Ben concluded.
The campaign is live across: France; Germany; Italy; The Netherlands; Poland; Portugal; Russia; Spain; Turkey and the UK. It will be rolled out across TRW’s global business in due course.