Cutting oil filters in half, caking them with dirt and oil, and subjecting them to extreme pressure – just another day at FRAM’s Perrysburg, OH, testing lab.
Earlier this year, leading U.S. oil filter brand FRAM launched Proving Grounds, an interactive website aimed at giving professionals and consumers a behind-the-scenes look at the brand’s extensive product testing. As part of the “Don’t Fail Your Engine” advertising campaign, the website incorporates a series of videos, styled after the television show Mythbusters, that gives viewers an in-depth look at each of the rigorous tests many of the oil filters are exposed to as part of FRAM’s engineering development and quality control processes.
“Our Proving Grounds site has given consumers and professionals a first-ever look ‘behind the curtain,’” said Jim Brown, director of marketing for FRAM. “We want people to see exactly what our brand stands for – quality and absolute transparency. FRAM filters are built to last, and we’re excited to prove it.”
The website features three videos, titled “Clog Test,” “Dirt Test” and “Burst Test.” Each video shows the actual tests in action, and shows the extent to which FRAM filters are tested for performance under pressure, as well as the longevity of the product under pressure.
Beginning in early 2012, FRAM will be adding three new video modules to the Proving Grounds website. The videos will cover information on paper vs. metal end caps, filter construction, and filter media. Additionally, FRAM is developing a mobile site that professionals and consumers will be able to access via QR codes on product packaging. For more details, visit FRAM.com/proof.
