Exactly a year since its European launch, TRW Aftermarket has declared its ‘True Original’ multi-media marketing campaign a resounding success; with the first two phases of the campaign achieving more than half a million views reaching in excess of one million people.

The unique campaign reminds the market that TRW Automotive Aftermarket is the one ‘True Original’. Through a number of initiatives, the messages of safety, quality, range and support which are embodied in TRW’s market leading Corner Module offer of braking, steering & suspension parts and systems, have been successfully conveyed through traditional and digital media across 10 countries.

The campaign features TRW employees who extend the passion and commitment they invest in their life outside work, to their role within the business.

Phase one focussed on TRW’s safety critical, innovative brake pad offer, the second part centred on shock absorbers and the third and latest instalment communicated that with a 100 year heritage, TRW’s Linkage & Suspension programme is still a world leader.

Kevin Price, UK marketing manager, TRW Aftermarket, 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 refocusing on its true meaning. Our intention is that when the market hears the term, it thinks of TRW 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.”
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A host of on and offline marketing material including truly original and entertaining videos, explores how TRW has changed the face of braking, steering & suspension.

“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,’” Kevin concluded.

The campaign is live across: France; Germany; Italy; The Netherlands; Poland; Portugal; Russia; Spain; Turkey and the UK and Ireland . It will be rolled out across TRW’s global business in due course.

For more information drop by the TRW stand at the Auto Trade EXPO, at Citywest Exhibition Centre, Dublin, October 22-23.