Member Article

Front launches Europe-wide campaigns for Ring

Following the main brand launch late last year, Sheffield based creative agency Front has created and launched a series of pan-European advertising campaigns for Ring - a leading supplier of automotive products. Europe is a key market for Ring so the campaigns are an integral part of the firm’s growth and expansion strategy in the build up to Brexit.

The campaigns for Ring’s Wiper Blades and Smartcharger products will run in national and international trade and consumer media in the UK and across Europe. The main focus has been to devise consistently simple and to the point messaging that communicates both products’ key benefits with a recognisable visual style along with driving brand awareness.

The wiper blade category is dominated by a bewildering choice for consumers so Front focussed on the one clear benefit of Ring’s product: its single clip system. This has real standout and makes the new range a simple choice. Whilst for the trade audience, the agency positioned it as a margin enhancer as the single clip system does away with having to stock multiple ranges.

For the Smartchargers campaign the main consumer message was around them being the must have accessory for every petrol head and car enthusiast. For retailers, margins were again the core theme along with the fact that the biggest cause of roadside assistance callouts is flat batteries.

Joe Chetcuti – director at Front – said: “Europe is a growth area for Ring so being a stable, positive brand in the current Brexit climate is a real issue. This meant we needed to devise a set of campaigns that created awareness, but were also focused on driving sales, creating awareness and ultimately increasing market share in what is a very competitive sector.”

Henry Bisson, Marketing Manager – at Ring - added: “The team at Front has really understood our aims and the commercial challenges we face and I’m sure these campaigns will play a vital part in our growth.”

This was posted in Bdaily's Members' News section by Front .