Bosch’s 2012 advertising and promotional campaign for its premium performance DistancePlus oil filter line highlights the product’s unique characteristics that are designed to appeal to do-it-yourselfers (DIYers), the company says. The campaign involves extensive use of advertising in online and DIY-oriented print media, as well as promotional rebates to achieve a goal of 80 million impressions in the DIY market segment.
“‘Capacity’ and ‘efficiency’ determine the ability of a filter to do its job effectively,” said Chuck Kerrigan, director of marketing for Filtration Americas, Bosch’s business arm that supplies filtration products to the North American aftermarket. “In this context, capacity means the amount of dirt a filter can hold before it gets clogged, and efficiency refers to how well it can capture the particles of dirt that it encounters.”
Bosch says its DistancePlus oil filters can capture and hold 300 percent more dirt than some economy filters on the market and at 99.9 percent efficiency is one of the industry’s most efficient lines of oil filters. This means it is able to capture 99.9 percent of particles that are 20 microns or larger – a micron being one-millionth of a meter, according to the company.
“As the world’s largest supplier of parts to vehicle manufacturers and the aftermarket, Bosch is able to transfer our knowledge and experience at the OE (manufacturer) level to the replacement parts industry,” said Kerrigan. “Our engineers have worked diligently to ensure that Bosch DistancePlus oil filters are compatible with all commercially available natural and synthetic motor oils, and we provide coverage for nearly all domestic, Asian and European cars and light trucks.”
The theme for Bosch DistancePlus oil filters, “No Filter Holds More Dirt” will carry through the entire four-month print ad campaign that is scheduled to run from May to August. These ads are accompanied by a $3 mail-in rebate.
