Briggs & Stratton
Challenge: To help bring awareness to the importance of using genuine parts versus imitation parts.
Pure Idea: Trust.
These printed materials and sales kits were used to help the sales force drive home the importance of using genuine Briggs & Stratton parts. The posters and flyers gave compelling support copy for the dealers. The center of the campaign was a sales message on a box that contained actual oil and air filters cut open to show the difference between the genuine and imitation parts.
results: increased genuine parts participation in dealers by 35%