FOLLOWING 2012 DRUM BRAKE AND ACTUATION CAMPAIGN

Following the results analysis of its 12 month mixed media campaign for drum brake & actuation products, TRW Automotive Aftermarket has announced double digit growth of the following key programmes across Europe: fluids; clutch cylinders; cables and Antilock Braking System (ABS) sensors.

The 2012 campaign targeted all levels of the supply chain; from distributors through to installers and drivers. A series of product and technical articles, together with digital marketing and promotional activities succeeded in raising awareness of the importance of product quality, product caliber and product health checks.

TRW’s marketing services manager, Soeren Kristensen, explained: “As a global leader in the manufacture and supply of automotive safety systems, TRW’s objective was to educate the market of the importance of selling, fitting and using drum brake & actuation components of the quality specification recommended by the vehicle manufacturers; original equipment (OE) quality.

“The media coverage we achieved for this product group exceeded all our expectations. Product and technical enquires increased and technical videos and bulletins posted on the subject achieved an all-time high for TRW in terms of views, with c.17.000 individual views, and click-through rates.”

Fluid related projects were particularly successful and contributed to an 18 per cent sales growth for the programme 2012 versus 2011. TRW published results of random brake fluid checks carried out in Germany which showed that 28 per cent of cars tested had brake fluid that required changing and 16 per cent contained fluid that was deemed ‘dangerous’. An impressive 10 per cent of the media coverage achieved by TRW aftermarket during 2012 can be directly attributed to this.

The campaign was supported by TRW’s product loyalty programme for garages, TRW-diamonds; with double ‘diamonds’ available to garages and workshops in 2012. This action helped to increase TRW-diamonds activity on these products by more than 100 per cent during the first months of the promotional period.

To close the campaign, TRW announced the introduction of a number of references of brake drums with integrated magnetic ABS sensor rings. The initial range includes parts for: Renault; Peugeot and Citroen and will be increased in line with market demand. TRW supplies a magnetic card for the quick and efficient checking of these parts.

“The braking system is one of the most safety critical on a vehicle, but many important parts of the system are hidden,” Soeren added. “The condition of automotive parts is paramount to driver safety. However, a system is only as strong as its weakest point; so there really can be no compromise when it comes to the safety and quality of the components which make up that system.”

“Our sales growth illustrates the successful communication of the strategic messages behind our Corner Module offer. That parent company TRW develops the systems behind the parts is a message that is getting through to drivers. The distributors are also able to reap the commercial benefits of TRW’s ‘one stop shop’ concept, by purchasing all their OE quality braking, steering & suspension parts from one source,” he concluded.