We know everybody deserves Brembo… which is why we took up the challenge of creating digital engagement with the aftermarket through the inaugural Formula Brembo competition.
To drive European aftermarket sales on the back of Brembo’s motorsport pedigree and partnership with Euro Car Parts.
We amplified Brembo’s existing Formula Brembo competition mechanic via onsite SEO, digital marketing, social media and in-branch promotions.
More than 65,000 prospective customers were reached throughout the motorsport season via email marketing, social media collateral, in-branch flyers and trade media advertising.
It is always a challenge to promote a themed engagement campaign when you can’t mention the specifics due to licensing regulations. However, we took up the brief to boost awareness of the Formula Brembo competition and set our creative minds to work.
Making the most of the brand’s partnership with Euro Car Parts, we designed an A5 flyer which was distributed to 44,000 prospective customers in branches throughout the UK. Branch managers were given details in their weekly webinars and an e-blast was sent out to the Euro Car Parts’ database.
To extend the reach of the campaign, we also placed website and newsletter banner advertising with key trade title Aftermarket and sent an e-blast to the title’s 17,500 subscribers, achieving an above-average industry open rate.
Facebook promotional ads, regular email newsletters and a media relations campaign completed the integrated approach, which resulted in over 100 highly engaged subscribers participating in all elements of the competition – and increased sales of Brembo’s aftermarket products.