TRW Automotive Aftermarket: Real, eccentric, fanatic mechanics

This case study explores how TRW, a motor vehicle parts and accessories brand, launched a worldwide campaign to showcase its expertise and originality.

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 req