A unique multi-media campaign starting this month is set to remind the market that TRW Automotive Aftermarket is the one ‘True Original’. Featuring TRW employees, each product group will be featured over time in the pan-European campaign. Phase one focusses on TRW’s safety critical, innovative brake pad offer.
Ben Smart, marketing services manager, global Parts & Service, explained: “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 refocussing on its true meaning. Our intention is that when the market hears the term, it thinks of the TRW brand 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 development.”
As the face of the brake pad promotion, TRW’s technical author Guido Orth-Gauch who also plays in a jazz band, correlates the love and continuous improvement of his music with the passion TRW extends to ever improving customer communication.
Through a host of on and offline marketing material including a truly original and entertaining video https://www.trwaftermarket.com/brakepads TRW explores the many innovative ways in which TRW has changed the face of braking. For example: TRW Cotec, a silicate brake pad coating which increases stopping power after a pad change and DTEC, its brake pad offering 100 percent performance but 45 percent less dust.
“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.