Company: LAW Creative, Harpenden
Company Description: LAW Creative is a DRUM recommended, multi-award-winning full service agency. Fully integrated, truly independent and full of the kind of smart people who can help your business not just adapt to the new normal but embrace it and use it as a springboard to a whole world of opportunities.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Aftermarket
 Nomination Title: TRW - True Braking Experts
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
TRW True Braking Experts launched globally in March 2021 following a pilot in Australia in October 2020.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Not applicable
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 227 words used.
In 2015 TRW launched their award-winning ‘True Originals’ brand campaign, developed by LAW Creative to position TRW as trusted brand, with a human face. By focusing on people and narrative story-telling, TRW were able to bring personality to a typically technical industry – the first step in a multi-year strategy designed to raise awareness and build trust. In 2018, the ‘Original Workshops’ campaign was launched, putting the spotlight on those garages who share TRW’s dedication to excellence, further building trust and brand loyalty by providing a hub full of advice, tips and more.
Following a brand survey it was identified that customers were not aware of the breadth of braking parts and solutions offered by TRW, leading to lost incremental revenue. This product campaign was devised to build on the trusted reputation earned through the first two brand campaigns. True Braking Experts means braking solutions you can depend on by the leading braking parts manufacturer.
Research also highlighted that customers wanted more technical support with the decision to buy process. This raised the question, how do we supply more information without overwhelming customers? In terms of differentiation the long-term strategy provided a competitive advantage, with customers already understanding the brand ethos of quality, personality and trust. True Braking Experts would build on this campaign, thematically linking back to reinforce their position as the market leader for braking.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
With customers asking for more technical support with the decision to buy process, a thorough communication strategy was created, to target customers at each stage of the sales funnel. In part this was achieved by utilising the hero, hub and hygiene model, as well as phasing the campaign in two stages; inform and educate.
Phase 1 introduced the products across a range of owned and paid channels, including print. Phase 2 built upon the original messaging, providing reasons to believe, primarily through digital channels. The campaign called for a global, fully integrated approach, and the creation of a wealth of materials that were seamless and comprehensive. LAW Creative shot and produced a hero film for use across web and promoted via YouTube, as well as a range of shorter edits for social, shot new workshop and product images and developed 3D product renders, built a campaign page, designed and managed multi-channel digital campaigns, created print ads, sales tools, a range of POS and printed comms, as well as HTML email.
The phased approach also kept TRW in the conversation for longer, whilst providing fresh assets to avoid creative fatigue. At both stages a comprehensive suite of assets was created and communicated to each region for local marketing and adaptation via detailed campaign packs. This enabled maximum flexibility with each region able to act independently and request their required assets for seamless translation through the LAW Creative-operated hotline service available to TRW and other brands of the parent company, ZF Aftermarket.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 194 words used.
Digital media campaigns:
The paid media campaign ran in nine key regions throughout the duration of phase 1 and 2 of the campaign from March – December 2021. Channels used were YouTube (Sequential Marketing campaigns) and Google Display. The primary objective was to create awareness which was measured through views and impressions. The secondary objective of interest was measured through click through rate and cost per click.
Display highlights:
- [REDACTED FOR PUBLICATION]
- Overall CTR was 63% higher than industry benchmarks* and achieved one of the strongest CTR across any previous TRW campaigns.
*Source: Google Ads Benchmarks for YOUR Industry
Display ads also resulted in [REDACTED FOR PUBLICATION] specific product catalogue searches, suggesting that we are actively targeting those most engaged with our ad content and generating incremental sales and purchases.
YouTube highlights:
- We accumulated over 2M views through our 60” product feature videos.
- [REDACTED FOR PUBLICATION]
- 42% of all views watched our ads to the full duration
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 82 words used.
[REDACTED FOR PUBLICATION]
The following assets have been uploaded or supplied below alongside this submission:
- Campaign landing page: https://www.trwaftermarket.com/en/braking/
- Campaign pack: phases 1 and 2
- Phase 1:
- Sales presenter
- HTML email template
- Web banner
- 2 x tent card
- DL leaflet
- Fact sheet
- Press advert – main
- Press advert – product
- Overarching campaign film
- Product film
- Phase 2:
- Web banner
- Overarching campaign film
- Complete braking range film
- In house testing film
- Rigorous testing film
- Sustainability film
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