Federal-Mogul Corporation: Champion Rain Hunters

This case study explains how Champion, a car wiper brand, used emotional advertising to shake off a rather dusty image of the brand and engage distributors in nine European countries.

Federal-Mogul Corporation: Champion Rain Hunters

Campaign details

Agency name: BBDO BelgiumCategory: B2B and Dealer/Salesforce/Internal MotivationCountry: Belgium

Background

The Champion wiper brand has a strong heritage and is very well known with installers. However, the brand was rather dusty. Main competitors for the wiper range are Bosch and Valeo. These brands mainly focus on the product details and innovations in their communication, in a sterile, technical look & feel.

In order to stand out, Champion was advised to focus the communication more on the 'passion' they have for cars in general, and specifically, wipers to bring...

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