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 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.