The company claims the pads' patent-pending shapes, combined with “precisely engineered” slots and cuts, improve performance by increasing turbulent airflow, allowing for cooler operation and improved stopping power. The pads are made of low-copper ceramic formulations, which help increase pad life up to two times longer than previous Wagner offerings.
The wide ranging consumer- and trade-based media program will include television and radio ads appearing nationwide; full-page and two-page print ads, and four-page inserts placed in trade publications and leading consumer publications; online banners and pre-roll video; outdoor advertising; and ongoing communication via key social channels, Federal-Mogul said.
“The Wagner OEX launch is important because safe braking is a big deal to drivers and their loved ones,” said Laura Soave, senior vice president and chief marketing and communications officer, Federal-Mogul Motorparts.
“These innovative brake pads will help change the way the owners of light trucks, SUVs and CUVs think about braking performance, reliability and safety,” she continued. “Our campaign tells the Wagner OEX story in a clear and compelling way to consumers as well as to the skilled professionals who repair their vehicles.”
Throughout the campaign, the advantages of Wagner OEX pads will be demonstrated in part through the experiences of Messrs. Buckley, Dwyer and Rigsby, who were among more than 450 top technicians who participated in an extensive pre-launch program. Among these participants, 99 percent reported that Wagner OEX pads provided a higher level of quality and that they saw a noticeable difference in the new brake pads.
The three are featured along with Mr. Rowe, star of the weekly CNN television series “Somebody's Gotta Do It,” in the campaign's television, digital and print ads, billboards and a 3-minute video titled “The Science Behind the Stop,” which can be viewed online at wagnerbrakes.com.
Federal-Mogul Motorparts' relationship with Mr. Rowe extends beyond advertising, as the company recently became a sponsor of the mikeroweWORKS Foundation's 2016 Work Ethic Scholarship Program, which assists eligible individuals who plan to pursue an education in a vocational or similar trade-related program.
The new sponsorship, which launched March 15, aligns with Federal-Mogul's “Tech First” initiative, designed to offer comprehensive, highly accessible technical education and related support to the automotive service professionals.
