The initial situation
If a global technology corporation wants to expand its market position in Europe
DENSO is one of the world’s leading automotive suppliers and develops technologies for numerous vehicle manufacturers.
However, the brand needed to achieve significantly greater visibility in the European aftermarket—the spare parts sector serving workshops.
The goal was therefore to develop an international communication campaign that would:
• increase brand awareness
• build trust among workshops and distributors
• and strengthen DENSO’s position in the European aftermarket
A key component of this strategy involved international trade fairs for workshops and the industry, designed to make the DENSO brand visible and tangible.
The target audience
When workshops and dealers need to be convinced
The campaign targeted several groups within the automotive aftermarket:
• independent workshops
• workshop chains
• spare parts retailers and distributors
• industry partners and wholesalers
These target groups play a decisive role in determining which products are used and recommended in day-to-day workshop operations.
Consequently, the communication had to convey both technical expertise and brand strength.
The communication idea
When technology turns into a Europe-wide campaign
The core idea was to develop a campaign suitable for use across Europe that would work effectively in both traditional advertising media and at international trade fairs.
Several elements were combined to achieve this:
• Europe-wide advertising imagery
• Campaign visuals for print and online communication
• Trade fair communications for workshop and industry events
• Sales support for dealers and distributors
The goal was to create clear, recognizable brand communication that could be consistently deployed across various countries and markets.
The stand solution
When trade fair appearances become part of a Europe-wide campaign
International trade fairs for workshops and the industry were a key component of the campaign.
Here, the brand communication was translated directly into a physical space.
The exhibition stands were designed to visually reflect the campaign message while serving as a meeting point for dealers, distributors, and workshops.
These exhibition displays were used at various European trade fairs and supported DENSO’s sales activities in the aftermarket.
The result
When campaigns suddenly become reality
During the course of the campaign, DENSO also achieved significant commercial success.
One year after the campaign began, DENSO actually became the world’s largest automotive supplier.
We were subsequently able to leverage this development in our communications at numerous trade fairs for workshops and the industry—conveying the message:
“DENSO – the No. 1 automotive supplier.”
Of course, this success was not solely the result of the campaign.
Economic factors—such as exchange rates between the yen and the dollar—also played a crucial role.
However, this positioning sent a powerful signal for communications at international trade fairs—and impressively underscored the company’s technological and economic strength.
