The campaign involves extensive use of advertising in online and DIY-oriented print media, as well as promotional rebates to achieve a goal of 80 million impressions in the DIY market segment.
“‘Capacity’ and ‘efficiency’ determine the ability of a filter to do its job effectively,” says Chuck Kerrigan, Director of Marketing for Filtration Americas, Bosch’s business arm that supplies filtration products to the North American aftermarket.
“In this context, capacity means the amount of dirt a filter can hold before it gets clogged, and efficiency refers to how well it can capture the particles of dirt that it encounters,” said Kerrigan. Bosch DistancePlus oil filters can capture and hold 300 percent moredirt than some economy filters on the market and at 99.9 percent efficiency is one of the industry’s most efficient line of oil filters. This means it is able to capture 99.9 percent of particles that are 20 microns or larger – a micron being one- millionth of a meter.
“As the world’s largest supplier of parts to vehicle manufacturers and the aftermarket, Bosch is able to transfer our knowledge and experience at the OE (manufacturer) level to the replacement parts industry,” said Kerrigan. “Our engineers have worked diligently to ensure that Bosch DistancePlus oil filters are compatible with all commercially available natural and synthetic motor oils, and we provide coverage for nearly all domestic, Asian, and European cars and light trucks.”
The theme for Bosch DistancePlus oil filters, “No Filter Holds More Dirt” echoes through the entire 4-month print ad campaign that is scheduled to run from May to August. These ads are accompanied by a $3 mail-in rebate. A clever campaign, it shows rodents and other tongue-in-cheek objects presumably captured by a Bosch DistancePlus oil filter. The ads primarily target male automotive enthusiasts and upscale DIY and DIFM (do-it-for- me) car owners such as those who read Car & Driver, Road & Track and Popular Mechanics.
“With many manufacturers recommending extended drain intervals, the Bosch DistancePlus oil filter’s ability to hold up for thousands of miles is definitely suited to motorists that enjoy driving long and far,” Kerrigan says.
For more information, please visit www.boschautoparts.com.
Bosch is a proud supporter of the Automotive Aftermarket Suppliers Association’s Know Your Parts® education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers, and its impact on delivering reliable products to today’s motorists.
For moreinformation visit: www.AASAKnowYourParts.org.
