FRIEDRICHSHAFEN, Germany – The latest phase of the TRW “True Originals” ad campaign is live.
The campaign will highlight the TRW Proequip product line of heavy commercial vehicle (HCV) braking, steering and suspension parts, ZF Aftermarket said.
In keeping with the popular TRW campaign concept of featuring a “True Original,” the star of the story is Erik Larsson, a truck driver from Sweden who delivers supplies across the Arctic Circle.
“Steering and stopping heavy vehicles presents serious engineering challenges,” said Richard Adgey, head of Product Engineering. “Employing the best minds on the market, we’ve been steering vehicles in the right direction for over 100 years.
“Every TRW HCV part is tested to the extreme: in the laboratory, on the track and on the road to make certain it meets the toughest of challenges, time and again. Our customers demand this level of quality from us, confident that we have the knowledge to build them to withstand the harshest of conditions.”
The storyline explains how people rely on Larsson not only to supply life’s essentials, but also to deliver the products and materials necessary to keep their businesses going in such a harsh environment. The campaign also touches on how he relies on TRW’s HCV parts to get him there.
“The campaign’s popularity can be directly attributed to the fact that it allows people to relate with the passion they invest in their own jobs and professions, and see how their individual contribution makes a difference to the end result,” said Bahar Freedman, head of Global Marketing Strategy.
The campaign material is aimed at all levels of the global supply chain: distributors, garages and the end user. The campaign is live across France, Germany, Italy, Poland, Portugal, Russia, Spain, Turkey and the United Kingdom.
