Federal Mogul image

Ready To Race

Automotive parts are big business and, with a $6bn turnover, you don’t get much bigger than Federal-Mogul. It has been creating value through innovation and leading technology for more than 100 years.

Today the company is a key player in the global OES (Original Equipment Supplier) marketplace, serving industries that range from automotive and commercial vehicles to railroad and aerospace. Their strength lies in the ownership, manufacturing and distribution of premium mechanical automotive parts.

Federal Mogul revolutionised the materials and manufacturing techniques used in making modern bearings. This simplified many jobs for mechanics and engineers, saving us all money
Federal Mogul image

Getting back on top

Over the years, we have helped deliver a range of integrated marketing communications for numerous house brand, such as Champion, Payen and Ferodo – across several markets. One of our most recent campaigns was a hugely successful promotion to re-instate Ferodo as the premium braking brand of choice in a declining Europe, Middle East and Asia (EMEA) market and ultimately, improve awareness and sales amongst independent workshops and distributors.

To develop our strategy, we needed to understand market perceptions of the product, so began by researching the EMEA independent garage market. From the findings, we developed a complex brand awareness promotion to kick-start the independent workshop audience into understanding the Ferodo brand was still active, but more importantly, brand worthy of its premium position.

Federal-Mogul has been developing innovative products for vehicles … for over 100 years!
Federal Mogul image

Driving competition online

To reinforce Ferodo’s advanced braking technology credibility and drive sales, we created an interactive and engaging online game – Ready to Race. To encourage engagement, we had a £100,000 prize fund. The initial online launch was followed up with a smartphone app game with a cross-market social networking gaming league to encourage campaign extension beyond the closing date.

The promotion was successfully launched across 14 European countries, including Slovakia, Czech Republic, Romania, Poland and Russia and we delivered everything from planning and strategy, website/smartphone app design and host, to data capture and manipulation.

If you want to achieve remarkable interaction with your brand and ensure it’s the number choice, then talk to us.

Global braking promotion to gain market leadership | RLA