WIX Filters Launches ‘We Love Engines’ Marketing Campaign

WIX Filters, a member of the Affinia Group family of brands, is launching a new integrated marketing communications program to promote a single, cohesive WIX Filters message under a creative platform titled “We Love Engines.”

The new platform is designed to demonstrate that WIX and its customers and partners share one unified passion – a love for the one thing that got the WIX brand where it is today – engines.

“At WIX Filters, we love engines; we love everything about them,” said Mike Harvey, brand manager. “Because our customers share in this passion, we launched our new ‘We Love Engines’ campaign to forge deeper customer connections and engagement with our brand.”

The campaign includes print advertising for light duty and heavy duty automotive trade publications, with creative elements highlighting every day connections between customers and engines – from the No. 39 WIX Filters Chevrolet driven by Ryan Newman to hard-working farm trucks described as “man’s best friend.”

The campaign also includes two 30-second television advertising spots on national cable and two 60-second and five 30-second radio spots on NASCAR programming through the Performance Radio Network. All television and radio spots can be tagged with customers’ logo, telephone number and websites.

“The ‘We Love Engines’ campaign was inspired by the intriguing stories we heard from customers about their passion for engines,” said Rusty Williams, group creative director of Wray Ward, the Charlotte marketing communications firm that developed the campaign.

“Our overarching message is that only WIX Filters offers the ultimate protection for any vehicle, whether it’s driven on a NASCAR track or an unpaved farm road,” Williams said. “The campaign is also designed to reinforce the leadership position and technical superiority of WIX in the filtration category.”

In addition to print and broadcast advertising, the campaign employs mobile and social media programs to reach customers. For example, all print advertising includes QR codes that link to videos highlighting customers’ love of engines.

The videos, which feature Ryan Newman, TeamWIX driver Logan Ruffin and crew chief Darian Grubb discussing their passion for engines and motorsports, are promoted on the WIX website – www.wixfilters.com; Facebook page – facebook.com/wixfilters; Twitter – @WIXFilters; and YouTube page – youtube.com/TheWIXFilters. The videos are also available to customers at service waiting areas, customer service centers, standalone displays and computer kiosks.

The campaign includes a public relations program to promote category leadership and technical expertise under the “We Love Engines” platform. The program also includes communications support for new product launches, expanded sponsorship outreach efforts and promotion and trade show support.

“Our integrated campaign is designed to tell the WIX story from those who use and rely on our products every day,” Harvey said. “It helps us celebrate an international love of engines and reminds customers that only WIX Filters is there for them.”

When Your Shop Is Worth Much More Than You Thought

Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.

Case Study: Owner of San Francisco-based Import Service Shop Delighted to Discover Just How Valuable His Business is to Qualified Buyers
I sometimes share case studies of the clients I have been able to assist in my role as an aftermarket business broker and provider of intermediary and advisory services. I do that when I think the story will provide a reader in similar circumstances with new insights or helpful information.
In the case of Cowden Automotive, Inc., I acted in a consulting capacity assisting the owner and his broker in valuing the business, creating a marketing plan, finding a qualified buyer, and arranging financing for the sale.
Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.
Needless to say, delivering that kind of good news to a shop owner is a rewarding experience. Discovering that the sale of his business would result in his retirement nest-egg being substantially larger than he had ever thought was a fitting tribute to someone who had spent his entire working career as a busy automotive service shop owner.

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