The campaign breathes new life into the term ‘Original’ by refocusing on its true meaning.

Neuwied, GERMANY, October 20th 2015 –The second phase of TRW Aftermarket’s True Originals multimedia campaign goes live this month. It highlights how the business is leading the market in terms of automotive safety, by offering premium quality shock absorbers.

Ben Smart, marketing services manager, global Parts & Service, explained: “By continuously writing new standards in safety, TRW offers a whole new way of thinking. Through the stories of the True Originals who work at TRW, we are telling the world why our people make the best parts on the market. Manufacturing the best parts requires experience, of which TRW has over 100 years’.” Our intention is that when the market hears the term, it thinks of the TRW brand and all it stands for – across our core Corner Module offer – braking, steering & suspension.

In most markets, TRW differentiates itself from major competitors by offering twin packs in addition to single components; a move which is in direct response to test results which indicate stopping distances can be decreased by up to five percent when shocks are replaced in pairs.

This phase features True Original employee Amélie Beauger who works as TRW’s Product Controller for Steering, Suspension & Shocks and in her free time is a horse trail rider. By relating the driving experience to her riding, Amélie’s story shows how she looks for the same thing in her work and her free time: ‘speed, power and safety’.

The material communicates the programme’s key messages of: most efficient range yet biggest market coverage, enhanced safety by being available in pairs and TRW’s innovative +3 technology which differentiates the offer from the competition.

In addition, participating members of the independent aftermarket loyalty programme for garages, Automotive Diamonds, can earn 10 times the number of diamonds or points on TRW shock absorber purchases for a limited time.

Ben continued: “As a market leader in automotive safety and as the partner of choice for the aftermarket distribution channel, this phase of our True Originals campaign explains how TRW’s shock absorber range offers the entire industry the most intelligent solution.

“The most efficient range offering the greatest coverage means less stock holding to yield larger revenue. TRW’s +3 technology, as it suggests, boosts reliability and precision in three ways: Polytetrafluoroethylene (PTFE) pistons ensure smooth movement for comfort; drilled metal discs improve damping precision and the mirror polishing of the piston rod enhances seal durability by providing optimum piston rod smoothness at no determent to its lubrication capability, ensuring long term performance.

“The emergency braking tests we carried out suggest that in perfect driving conditions, braking distances can be cut by up to five percent when shocks are replaced in pairs. By offering twin packs, we’re raising awareness of this message.”

Comprising dynamic new films, press adverts and Point of Sale material, the campaign is set to generate a new wave of interest in the brand.