What’s more impacting than a television or radio ad? More visible than hundreds of roadside billboards? More jaw-droppingly memorable than a blimp fly-over?
How about the 25-foot-long, 10-foot-high, translucent Monroe OESpectrum shock absorber that will be driven to more than 50 North American cities this summer and fall?
Tenneco’s Monroe Shocks and Struts brand is betting that its new “Everything Gets Old. Even Your Shocks” mobile marketing vehicle will help millions of consumers learn the importance of having their shock absorbers and struts inspected at 50,000 miles. The custom-built, twin-axle, LED-illuminated shock will be towed by an SUV featuring matching yellow-and-black graphics and information on how consumers can win prizes by connecting online with the Monroe brand.
“A 25-foot-long shock absorber on wheels absolutely commands attention everywhere it goes, which makes it an ideal way to help connect consumers with our brand, products and the 50,000-mile inspection message,” said Monroe Marketing Coordinator Denise Hanefeld. “Tenneco and Monroe are known for creating highly creative and memorable marketing and consumer education tools; we believe this vehicle sets new standards for both within the undercar service market.”
The Monroe mobile marketing vehicle will be driven by two Monroe brand ambassadors, Kyle and Michael, who will interact with consumers during each scheduled stop. These “brand ambassadors” also will document their 50-city tour via daily text, photo and video postings to the www.Monroe.com website, Facebook.com/MonroeShocks page and @MonroeShocks Twitter feed. Tenneco will award weekly prizes on a random basis to consumers who share photos and videos of the Monroe vehicle and its drivers via social media.
The mobile marketing vehicle is the latest element of the Monroe brand’s comprehensive “Everything Gets Old. Even Your Shocks” marketing campaign, which is designed to remind millions of vehicle owners that ride control components – like other, more visible consumer products – do wear out and need to be replaced.
The campaign draws parallels between worn shocks and struts and a broad range of consumer items that show clear signs of age, including bananas, shoes, socks, tires, and toothbrushes. While ride control products aren’t as visible as these everyday consumer items, they play a crucial role in protecting drivers and passengers by helping to provide safe steering, stopping and stability in bumpy driving conditions.