Standard Motor Products (SMP) has announced the launch of a new national print and digital advertising campaign titled “The Evolution of Parts” for its TechSmart brand. The campaign was designed to showcase key TechSmart product attributes and reinforce the message that TechSmart parts are developed to solve problems for professional technicians.
“At TechSmart we believe in survival of the fittest. If a part is better, it’s going to last longer and work harder for our customers,” said Phil Hutchens, vice president engine management marketing, SMP. “We continually engineer and adapt parts to be stronger, smarter and more efficient. This campaign communicates that not only are TechSmart parts built to be survivors, but that, like the industry itself, we are constantly evolving.”
The campaign includes a series of eight full-page print ads, six of which will also appear as multi-sized digital ads that deliver an easy-to-understand message and a clear benefit. To drive home the evolution theme, each ad shows a parallel between a TechSmart part and an animal that has adapted to achieve superiority in the wild.
The print ads will appear in major industry publications, beginning in June. All ads can be viewed in the “Marketing” section at techsmartparts.com.