K&N Filters Runs Consumer Promotion With German Car Magazine Auto Bild
- 06.06.2017
Europe is a critical market to K&N, so much so that it operates two R&D centers there. One is located in the West of England, the other in The Netherlands (its official name, but sometimes referred to as Holland). These facilities conduct the same type of research and development as K&N’s laboratory in California. The reason is simple: proximity to cars. For models not available in the United States, each would have to be shipped to the California, measured, filters or systems developed, production models tested and evaluated, and then shipped back. With dedicated facilities in such a major market for K&N, it’s far easier and faster to acquire the vehicles locally for development and testing.
As the most populous country in Europe with over 80 million inhabitants, Germany is also one of the primary markets for K&N products in the continent. So K&N Filters Europe launched a promotional campaign with the German magazine “Auto Bild” (Auto Picture). The campaign draws a parallel between a sheet of paper and a t-shirt. The page represents an OEM or replacement paper filter, which if you place it in front of your mouth is difficult to breathe through. On the other hand, K&N's cotton filter, represented by the t-shirt, is far easier to draw air through. And more air equals more horsepower. We had a chance to ask a few questions about the campaign to Robert Hordossy, K&N's Senior Director of International Business. K&N: What made you decide to partner with Auto Bild for this marketing campaign?
K&N: Are you running the promotion with other magazines? R: Yes we advertising in many countries in Europe in many publications print and online K&N: What is the primary focus of the promotion? R: Our main business in Europe is replacement filters. However, from a branding perspective and to stay cool and innovative we continue to promote intake kits as we do sell those for select vehicles as well. K&N: In general terms, what do you expect the promotion to achieve? R: Increased brand awareness, to drive consumers to our website for more information and buy from our DTC channel. Germany is our number one market in Europe and we need to sharpen consumer awareness continuously. You can check-out the contest at http://www.autobild.de. K&N: How long will the promotion run? R:Throughout the year; three times online and periodically with consumer advertising in print magazines. K&N: And what's your expectation for the results of the promotion ? R: Brand awareness, for consumer to be educated about the features and benefits of our products, and to demonstrate that we are original filter with performance touch to the product. We drive these campaigns through automotive publications in order to hit automotive fans as these sites are mainly visited by consumers who are interested in cars. | |||
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