Schaeffler extends global image campaign to promote claim “We pioneer motion” in Asia Pacific

2022-02-09 | Singapore

• The extended campaign features four new creatives drawing from cultural influences across the diverse Asia Pacific region to make customers and business partners even more aware of the company’s global orientation as a leading automotive and industrial supplier
• The campaign builds on the success of the first three waves of Schaeffler‘s global image campaign, which were rolled out in select markets including, Germany, China, the United States of America, Japan, and India in 2020-21

Singapore | February 9, 2022 | As part of Schaeffler’s global image campaign to promote its new claim, “We pioneer motion,” the company is launching a new series of regional motifs that reflect its corporate purpose and strategic direction.

The global campaign was launched to raise the Schaeffler corporate brand’s profile worldwide and sustainably strengthen the company’s position as a global automotive and industrial supplier. Specifically curated to tell the Schaeffler brand story in the ‘language’ of its stakeholders, the regional extension will feature four new designs highlighting Schaeffler’s manufacturing excellence, innovative culture, and importance of being an active global automotive and industrial supplier.

Commenting on the regional extension of the global campaign, Dharmesh Arora, Regional CEO at Schaeffler Asia Pacific, said: “As a global company with strong local presence in multiple markets in the Asia Pacific region, the regional image campaign provides a strong foundation for us to communicate our pioneering spirit and innovative strength, which has been present since we invented the cage-guided needle roller bearing 70 years ago. Additionally, as we embark on our Roadmap 2025 strategy, we look to sharpen and strengthen our focus on creating new and exciting opportunities to reach and engage with stakeholders through an integrated approach.”

The regional image campaign rides on the success of the first three waves of the global image campaign, which were rolled out in Germany, China, the USA, Japan, and India in October last year. In addition, the third wave of the campaign included markets such as France and Italy. The global image motifs, which were published across selected programmatic, social, and direct display platforms, were estimated to generate 773M impressions, leading to increased prominence and awareness of the Schaeffler brand.

Calling for a pitch in July 2021, Schaeffler Asia Pacific worked with multiple creative and media agencies to roll out a pilot phase of the global image campaign in the Asia Pacific from October to December last year. The pilot phase, which utilizes the global image motifs in various markets, will provide critical insights in driving the extension of the campaign.

Ashish Shukul, Director Communications and Marketing Asia Pacific, said: “Our global image campaign has given a major facelift to Schaeffler brand imagery and visual identity. In addition, the momentum gained from the strong performance of the global campaign, especially the outstanding results in India, allowed us to extend our campaign to other key markets like Australia, Indonesia, Korea, Singapore, Thailand, and Vietnam.”

“We want to make our key stakeholders even more aware of Schaeffler’s extensive manufacturing and technology footprint in the Asia Pacific region. By leveraging learnings from the first three waves of the global campaign, we have adopted a much more targeted and culturally-relevant approach to enhance the presence and visibility of the Schaeffler brand. This also allows us to highlight the leading qualities that make us the preferred technology partner of our customers’ sectors, ” Mr. Shukul added.

The campaign will be launched exclusively on digital channels as display and programmatic advertisements across various social media platforms and display networks websites in six regional markets.