Federal-Mogul Motorparts Brands Win Advertising Awards

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Federal-Mogul Motorparts Brands Win Advertising Awards

Among the honors, the Association of National Advertisers recognized Champion and MOOG with B2 Awards.

Counterman Staff
By Counterman Staff
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Federal-Mogul Motorparts, through its Champion, MOOG, Fel-Pro and Abex brands, recently earned several prestigious advertising awards for their respective promotional campaigns. 

Both Champion and MOOG were recognized with B2 Awards by the Association of National Advertisers (ANA). 

The Champion brand was honored for its excellence in global brand strategy by earning the ANA B2 Award for best account-based marketing program. 

Champion was recognized for its “There’s a Champion in Here” campaign, which introduced Champion’s expanded line of light maintenance products including automotive filters, wiper blades, batteries and lighting, in addition to its well-known spark plugs. 

Partnering with a well-known automotive retailer, “There’s a Champion in Here” was brought to life with creative executions that appealed to automotive technicians and enthusiasts who acquire replacement parts from the retailer.  

Federal-Mogul Motorparts’ MOOG brand also was recognized with an ANA B2 Award of Excellence for its data/analytics use to build programs or campaigns. 

As the leading brand of chassis parts in the automotive aftermarket, MOOG’s “Go the Extra Mile” program was launched to combat the idea that all chassis parts are created equal, and that the differences in quality among brands is not always readily apparent. 

Federal-Mogul Motorparts’ Fel-Pro brand joined Champion and MOOG as a recipient of several dotCOMM and Videographer awards. 

Fel-Pro, celebrating its 100th anniversary in 2018, won two dotCOMM Platinum awards for its “Know Your Leaks” campaign, featuring TV personality Mike Rowe. 

Additionally, Champion earned a Platinum award for its “There’s a Champion in Here” campaign, while MOOG won a Platinum and two Gold awards for its “What’s in the Box” offering, also featuring Rowe, that drives home the fact that it’s important to use quality parts in repair situations. 

Each of these brands also earned recognition for their eye-catching videos from Videographer, with Champion earning an Honorable Mention and two Excellence awards for its 30-second “Champion Chant” spot, in addition to another Honorable Mention for its “There’s a Champion in Here” video campaign. 

MOOG received two Awards of Distinction for the aforementioned “What’s in the Box” series of videos, and Fel-Pro earned an Excellence award for the “Know Your Leaks” video campaign.

Fel-Pro and MOOG won additional marketing and advertising awards from Summit Creative, recognizing the best web, design, video, advertising, interactive, mobile, and social marketing from creative agencies worldwide. Fel-Pro earned a Gold award for the “Know Your Leaks” video series and a Silver award for its 100th-anniversary logo.  For its “What’s in the Box” campaign, MOOG earned a Silver award as well.

Also receiving an award was Abex, Federal-Mogul Motorparts’ braking brand for commercial vehicles. Abex was recognized for its “Don’t Crack Under Pressure” ad, citing excellent audience response. 

“Our brands consistently evoke strong emotional connectivity in the marketplace, whether it be from Champion’s and MOOG’s extensive motorsports and NASCAR history, or Fel-Pro’s and Abex’s long standings as top brands in their respective product categories, and we’re proud of the work we’ve done to make these brands more visible to the industry,” said Michael Proud, vice president, global marketing, Federal-Mogul Motorparts. 

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This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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