Delphi announced recently at its annual AAPEX press conference in Las Vegas, the launch of its new “High Standards, Below the Surface” global advertising campaign, as well as its redesigned global website. Both brand initiatives were the result of market research, customer feedback and technician insight on how Delphi could better service its audience. The website is currently active and the advertising campaign was launched in October.
The creative research launched in April with global WD, countermen and technician focus groups to gather honest and constructive feedback on Delphi’s brand perception in the market, as well as the current and proposed advertising creative and messaging.
“We are excited to launch our global ‘High Standards, Below the Surface’ brand campaign to the market,” said Carrie Wright, vice president, brand and communications, Delphi Product & Service Solutions. “The results are the foundation for the ‘High Standards, Below the Surface’ campaign. We are opening the door for technicians to see what’s inside our parts, demonstrating our understanding of vehicles and their DNA as the company that makes the parts cars are born with.”
Focus groups were conducted in China, Argentina, United Kingdom, Poland and the United States (Los Angeles and Chicago). Delphi said the feedback was remarkably similar in all areas tested — it was what was underneath the surface of the parts that differentiated Delphi from the competition. The new campaign was also integrated into the overall AAPEX booth design, as well as is scheduled for future marketing initiatives.
The new Delphi website (www.delphi.com/am) exhibits a vibrant new design, more engaging content, as well as improved usability and navigation. Based on Delphi’s award-winning corporate site, the redesigned aftermarket site features the latest company news, in addition to information on the company’s extensive portfolio, including fuel management, engine management, heating and cooling, and Diesel products, its tooling and diagnostics and training services. Information on Delphi latest promotions and motorsports involvement is also featured.
“The launch of the global site represents a significant step forward for Delphi,” said Wright. “Our customers and their needs are vital to us. This website reflects our commitment to keeping them informed with relevant and current information.”
The site will continue to evolve with more interactive content and country sites will be rolled out during the remainder of 2010, the company added.