Barnside Studios - TRW Cognitive Safety Systems

TYPE: BRANDING

GOAL: REPOSITION BRAND AS RIGHTFUL GLOBAL LEADER

DURATION: 8 YEARS

About

Before being purchased by ZF, TRW was the global leader in advanced saftey systems and the eighth largest automotive supplier worldwide, with nearly 64,000 employees in 22 countries.

CHALLENGE

We were brought in to help unify their executive leadership, marketing
and advertising under a common Brand Strategy. We also served as
lead content creator for assets across all media touch points.

Approach

With the “Cognitive Safety Systems” platform, we gave TRW a “soul” in an otherwise cold category. It also positioned the Tier 1 supplier to leverage its commitment to technology and integrated systems years before competitors.

TRW took the Cognitive Safety Systems platform global. We overhauled their web presence, created print and digital campaigns that ran in four continents, recruited top engineering talent, reframed the companies value to investors, and demonstrated an unmatched commitment to the future of driving at the industry’s largest trade shows.

Strategic Insights

Global perception of TRW did not match up with reality. They were seen as a Detroit-based, domestic supplier. In reality, 70% of TRW's $17 billion in sales were from outside the U.S. Leading clients included,VW, GM, Ford, Renault/Nissan and Fiat.

Systems, Not Parts

We successfully re-branded TRW and took them from a North American "parts supplier" to the global leader in intelligent safety systems using Cognitive Safety Systems to represent their integrated technology that analyzes, anticipates, and responds to driving conditions.

Global Solutions

As a global supplier, it was important that TRW reach their audience in their environment, in their language. The campaigns were tailored to the cultures and dialects of the US, UK, Germany, France and Japan.

Taking it on the Road

Trade Shows, Tracks and Testing Grounds in Europe, Asia and North America were key opportunities for TRW to showcase their products. We designed booths and collateral to support staff and educate engineers.

CREATIVE PLATFORM:
“The safety everyone deserves”

SOLUTIONS

Over eight years we launched four global Cognitive Safety Systems campaigns. We overhauled their web presence, created print and digital campaigns that ran in four continents, recruited top engineering talent, reframed the companies value to investors, and demonstrated an unmatched commitment to the future of driving at the industry’s largest trade shows.

BRANDED ASSETS

RESULTS

The dedication to technology and global markets drove TRW's growth for the duration of our 8-year relationship.

They saw dramatic increases in sales, driven by more profitable integrated systems and a commitment to global markets. In the year following the launch of the international campaign, sales went up 24% across all emerging markets, 51% in China, and 28% in Brazil.

Their commitments truly paid off after TRW was acquired by ZF for $105 a share, after trading around $2 a share at the beginning of our tenure.

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