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Situation
Brand Challenge
What We Did
Results
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Want to hear an international story?
TRW
| In 2002, after a hostile takeover by Northrop Grumman. TRW was spun off as an independent company. Shedding its multi-industry product mix, TRW Automotive became a highly specialized company that designs and manufactures critical safety systems – braking, suspension, steering, airbags, and seat belts – for auto manufacturers around the world. |
| Introduce TRW Automotive globally as a unique and compelling new entity to customers, the industry, financial markets and the media. |
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Grounded in extensive research, we developed a positioning of TRW Automotive: Driven by Safety to reflect the company’s single-minded focus with a concept that was compelling to all audiences.
Engaged renowned photographer EJ Kamp to shoot dramatic and intrusive visuals would stand out in print, trade shows, and a variety of online media.
With universal images and one-word copy, made it easy to apply the campaign in the Americas, Europe and Asia to the global yet tight-knit automotive community.
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Nearly two-thirds of respondents in a survey of customers and prospects recalled the safety ads and correctly associated them with TRW Automotive. Approximately the same number described the ads as relevant. More than half said they would seek out additional information about the company.
Qualitative research among industry editors and reporters confirmed the immediate association of TRW Automotive with leadership in safety.
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