OE steering and suspension component manufacturer reveals tongue-in-cheek campaign to communicate obsession with precision, pioneering excellence and OE heritage.
A new multi-media campaign for ZF brand Lemförder exploring the processes that create its OE components for factors and garages has gone live across Europe.
The witty campaign, which deals with the Germanic obsession with precision and perfection – underlines a serious safety message from the brand.
Lemförder says it demonstrates how the unique German precision processes, which create the premium products, have made Lemförder a worldwide brand for OE steering and suspension parts over the past 70 years – and which are now relied on by more than 50 vehicle manufacturers.
Using focused messaging centred on its three core values – precision, pioneering excellence and OE heritage – the campaign consists of humourous press adverts, a tongue in cheek film, digital material and dynamic point of sale assets;
Lemförder hopes it reinvigorates and validates the brand and its positioning.
Making things the best they can be
“Everyone knows and trusts German manufacturing,” explained Kevin Price, UK marketing manager, ZF Aftermarket.
”And because it is consistently good, this campaign illustrates that this must be born of a national state of mind; a love of perfection, a fixation for making things the best that they can be.
“But we believe this ideology is healthy, because it means that no steering and chassis brand strives harder for perfection than we do.
“This memorable campaign exaggerates the point and uses a touch of humour to show how our focus on striving for perfection is a huge benefit to the automotive world.”
Aftermarket OE suspension components
The new campaign is aimed at all levels of the passenger car supply chain: distributors, technicians and the end user.
It focuses on the Lemförder programmes of: suspension ball joints, tie rods, supporting control arms and accessories.
A company statement said: “The press advert has great impact.
“It features a character trimming a hedge with a pair of nail scissors and measuring it with a spirit level.
“The short film (viewed here) builds on this idea.
Attention to detail
“Opening in Germany, with wit and humour, it captures how attention to detail and precision are part of the German mindset, and how these qualities can be observed daily across the nation.
“It then introduces Lemförder team members across the world who follow the example set in Germany; reassuring viewers that regardless of where it is made, every part made by Lemförder is made in the same fastidious manner, with the same German values, attitude and minute attention to detail.
“For maximum safety and comfort, up to 70 different individual parts are installed in a steering system and in the suspension technology of a modern car or van.
Same quality as OEM
“For increased road safety, all Lemförder aftermarket products are manufactured in the same quality as the original equipment manufacturers’.
“Because ZF Aftermarket’s development and production competency covers the whole car chassis, every part works in perfect harmony.
“Lemförder parts ensure optimal contact with the road, blending driving dynamics, safety and comfort into one.”
The company’s campaign has been released across the UK, DACH, France, Spain, Portugal, Italy, Poland, Russia and CIS countries.
Find out more about ZF Aftermarket and its OE-quality aftermarket components by clicking here.