How MDS helped Haldex stop readers cold.
SITUATION
Haldex Brake Systems produce the world’s best-selling and most reliable Automatic Brake Adjusters and many other truck components. Haldex’s “Rock Star” component, the ABA is known and respected throughout the commercial trucking industry. No one builds a better ABA. When Haldex discovered an ABA imitator had worked its way into the market, the company knew it had to respond quickly and forcefully to warn customers and prospects of the danger. The campaign needed to reach fl eet owners, owner operators and parts distributors.
SOLUTION
Myrick Design Studio (in conjunction with Blue Edge Marketing) knew the graphics must be serious and armed with mega stopping power. The team developed colorful ads with engaging headlines and bolstered them with direct mail packages containing bold CAUTION tape to drive home the point. Readers and recipients simply could not miss the message.
RESULTS
The materials effectively reminded the target audiences of the value of using only genuine Haldex ABAs—and the dangers of settling for bogus systems. The ads ran in a variety of industry pubs, including Heavy Duty Trucking, Transport Topics, Commercial Carrier Journal and Trucker’s News. The phones immediately began ringing off the hook.
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