Two years and six million online views later, ZF Aftermarket has brought all elements of its now truly global TRW branded ‘True Originals’ campaign together in one dynamic new storytelling narrative: trwaftermarket.com/en/overarching.
Telling the stories of all previously featured ‘True Originals’, this narrative explains how they collectively transfer their individual everyday talents into taking TRW’s Corner Module of braking, steering & suspension parts to market. On the eve of this launch, the business reveals that the campaign has added to its already impressive list of accolades by winning two OttoCar awards at the Autovision 13th International Automotive Film and Multimedia Festival in Frankfurt am Main, Germany.
Ben Smart, Head of Global Marketing, Communication and Pricing at ZF Aftermarket, explained: “The brands that make up ZF Aftermarket total much more than the sum of the parts. Their different personalities not only reflect the technological and engineering capabilities of the wider ZF Group, but allow the market to understand the qualities that sit at the heart of the business.”
The new narrative tells the stories of all previously featured TRW True Originals and how they inject their individual everyday passions into the work they do, across the globe. From the diversity of the product range, expertise and engineering strength, through to the uniformity and consistency of its OE product quality and innovative solution development, it captures everything the TRW brand stands for – in one.
After proving successful across Europe, the campaign was rolled out across North America and Asia Pacific. Through the new narrative, the market hears from: Guido about brake pads; Amélie about shock absorbers and Mike about Linkage & Suspension. Kitty, in China speaks of balancing brake discs and Chris in North America talks about the Corner Module. Krzysztof talks of his passion for MOTO parts, and through Erik’s story, the business examines its Heavy Commercial Vehicle range.
Bahar Freedman, Head of Global Marketing Strategy, ZF Aftermarket explained: “The TRW ‘True Originals’ campaign tells the exciting and passionate stories of the real people behind the ZF Aftermarket Organization. It explains what makes them original innovators, why they dedicate their lives to working with the TRW brand and where they take their inspiration from, coupled with strong messaging about the OE standards of the products themselves.
“We are incredibly proud that just as this latest chapter in the TRW story goes live, the campaign has been recognized by industry experts with two important automotive awards at the Autovision Festival in Frankfurt.”
An international expert jury selected the best film and multimedia productions made for the automotive industry and the campaign took Gold in the Integrated Communication category and Silver in the Product Films: Suppliers category.
The concept of marrying the businesses own ‘True Originals’ with the part they play, and the difference they make to the bigger picture, has proven incredibly popular. In 2016 the campaign was shortlisted for several major industry awards; for best brand concept through to titles relating to automotive advertising and general marketing.
Ben Smart concludes: “TRW’s OE credentials are vast, with over half of the world’s vehicles equipped from new with the brand’s products. Our intention is that when the market hears the term ‘True Original’, it thinks of the TRW brand and all it stands for.”
Bahar Freedman, Head of Global Marketing Strategy and Brett Sammels, Director LAW Creative, accepted the awards on behalf of the team and all its supporters.