Federal-Mogul Corporation is launching an extensive, fully-integrated campaign designed to reinforce the message that longer lasting, better performing premium replacement products are a top option for professionals and do-it-yourselfers performing virtually any common automotive repair.
The Federal-Mogul Smart Choice™ campaign, which will begin in late February and extend throughout 2010, has been developed in response to extensive consumer research showing that in spite of economic worries, today’s vehicle owners prefer replacement products that: 1.) are specifically engineered for their vehicles; 2.) help improve vehicle performance; 3.) help extend their vehicles’ service life; and 4.) provide a safer, more reliable vehicle.
The campaign will receive extensive advertising and editorial support through print and electronic media across North America and will be reinforced through in-store point-of-sale materials and a new campaign Web site to promote products and announce campaign news and updates. In addition, attractive cash incentives will be offered to consumers who choose to maintain or repair their vehicles with premium products available through Federal-Mogul.
Federal-Mogul’s brands featured in the promotion cover all major powertrain and vehicle system repair categories and include ANCO® wipers, Champion® spark plugs, Wagner® ThermoQuiet® brake pads and shoes, and Wagner lighting products.
“Now more than ever, consumers are looking for the smart choice when it comes to keeping their vehicles on the road. Recent research confirms that today’s vehicle owners increasingly plan to keep their cars longer and drive more miles before considering a replacement vehicle,” says Jay Burkhart, senior vice president, Global Aftermarket for Federal-Mogul. “Our research has also shown that vehicle owners strongly prefer premium repair solutions when they are available in conjunction with special offers.”
For additional information, visit www.federalmogul.com.
