b2b marketing

Case studies

Changing the CV filtration aftermarket for global giant, Parker

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The background story

Parker Racor were widely known for working with commercial vehicle (CV) OEM brands, manufacturing and supplying high quality fuel, engine air and engine oil filtration solutions.

But they were wanting to think bigger. To grow their business further by raising brand awareness in the global CV independent aftermarket too.

They wanted to highlight their increased range, covering more applications, with new and improved access to range information for distributors. As well as internal communications, they had three key audiences in mind: CV parts distributors, specialist CV workshops and commercial fleet/service managers.

What did Fox do?

We created a clear, compelling proposition for the global CV aftermarket, with an engaging overarching creative approach.

Changing Filtration portrayed Parker Racor as a brand with global resources, class-leading technology, and a total commitment to innovation – bringing tomorrow’s filtration technology to the CV aftermarket.

We delivered targeted, integrated communications across multiple channels, building recognition and interest in the Racor brand. The message was relevant for all audiences too: internal, trade partners and customers alike.

What happened?

By depicting Parker Racor as a positive change in the market, they quickly gained recognition as a brand that could be trusted.

As a result, they became a powerful force in the global CV independent aftermarket, with their audiences responding well to our ‘breath of fresh thinking’.

See what Fox Agency can do for you, with our specialised automotive marketing.

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