‘True Original’ campaign is dubbed a success

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.

Through a number of initiatives, the messages of safety, quality, range and support which are embodied in TRW’s ‘corner module’ offer of braking, steering and suspension parts and systems, have been successfully conveyed through traditional and digital media across ten 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 and suspension programme is still a world leader.

Kevin Price, UK marketing manager, TRW Aftermarket, said: “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.”