TRW Automotive Aftermarket: Real, eccentric, fanatic mechanics
Agency: LAW Creative
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...