North America, Thailand, Poland, LATAM
CTR Aftermarket is a leading global supplier of suspension and steering parts, and they pride themselves on upholding high safety standards and industry-leading engineering competency. With more than 60 years of OE manufacturing experience and over 300 clients worldwide (including Hyundai, Kia, Renault, Nissan, and GM), CTR Aftermarket is a powerhouse in the automotive space. For perspective, over 33% of all American cars contain CTR parts (including 89% of GM automobiles), and they make up 70% of Korean car parts. Their presence spans Latin America, Europe, Asia, North America, and beyond. After the onset of the COVID-19 pandemic, the global aftermarket parts industry was facing an uncertain and utterly dismal marketing landscape. In this complex and difficult time, CTR Aftermarket saw an opportunity to launch a corporate social responsibility (CSR) campaign that would enable them to emerge even stronger from the crisis. The proposed regions for the campaign were Latin America, Thailand, North America, Poland, and Russia.
Staying true to the mission and values of the brand, we landed on a central, universal theme of car parts safety, naming it “Unseen Heroes.” The campaign tells the story of CTR Aftermarket’s performance-tested parts that keep drivers safe on the road. We kept the concept flexible enough to tailor it for regional audiences and diverse distribution channel targets. The execution spanned the brand’s social media and website, with a special landing page dedicated to the campaign. We created a short film that demonstrates the “unseen” positive impact of CTR Aftermarket parts on drivers’ (and therefore distributors’) lives, as well as an interactive game that allows users to race and collect CTR parts along the way.