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B2C approach for a manufacturer of automotive components
Manufacturers of components for the automotive industry generally follow a B2B strategy. At the major automotive exhibitions, however, Valeo wanted to address the end customer directly in order to attract attention to some technical innovations that car manufacturers were being slow to promote. These were mainly concerned with filtration systems for the passenger compartment, capable of reducing pollution of the interior, a significant problem but one which is rarely mentioned by car manufacturers. The brochures designed to approach the problem tend to generalise the issue. The primary objective of this campaign was to encourage car manufacturers to promote innovations more by showing that the topic is of great interest to the end customer. The campaign reached its peak with a huge backlit poster at the Paris exhibition, with the rather provocative headline "Ma prochaine voiture seral une Valeo Added" (“My next car will be a Valeo Added"). The poster highlighted the various technologies available from Valeo, which are often little known to the general public. |
