TRW is one of the largest suppliers of automotive safety systems in the world. Their systems are the cutting-edge advancements that brands like Lexus, VW and Audi promote in their new models every year. TRW needed a campaign that could engage international business partners while being translated into 15 different languages.
Global perception of TRW did not match reality. They were seen as a Detroit-based domestic parts supplier, despite the fact that 70% of their $17B in revenue came from outside the U.S.
We developed their brand positioning as "Cognitive Safety Systems" visualized by 3-dimensional dynamic Orbs. The Orbs represent integrated technology that analyzes, anticipates and responds to driving conditions.
Throughout the global automotive crisis, TRW was the best positioned global automotive supplier.
Delphi and Visteon, formerly big competitors have filed for Chapter 11 protection.
TRW's prices and market share continue to rise.
Cognitive Safety Microsite
IAA Conference video