Champion Rebrand Launch - Case Study | PUSH 22

Ladies and Gentlemen, start your engines!

From 2016-2018, Champion® underwent a rebranding initiative in an effort to reignite the Champion brand and position itself in the light maintenance category beyond spark plugs. PUSH 22 was charged with creating awareness for the brand as well as launching four new product categories—filters, batteries, lighting and wipers—to DIY and DIFM consumers. “There’s a Champion in Here” celebrates the winning spirit and ignites the will to win in everyone and every machine they support.

There’s a Champion in Here

Armed only with an inherited hard drive of existing footage and a creative will to win, PUSH 22 was able to construct a highly engaging and incredibly successful series of broadcast and online spots. Each effectively communicates the winning spirit that embodies the Champion brand and the products they produce. The video views and sales increases speak for themselves.

Designed for the Finish Line

Racing is a big part of Champion’s heritage and the company’s marketing strategy included partnerships with Formula Drift driver Chris Forsberg and the PUSH 22-designed Racing4Detroit rally car, which finished third in the 2018 Americas Rally Cross championship.

That’s a Wrap!

Done right, a big launch should garner big attention—and that’s exactly what Champion got with our out-of-home campaign. From buses to buildings—even a train wrap—the Champion rebrand was hard to ignore.

Results on Ice

To reach a whole new segment of potential customers, we helped Champion leverage their NHL partnership. Our digital banner ads could be found on the NHL homepage and throughout the internet. The measured impressions they garnered were nothing short of impressive. At the rink level, we grabbed even more eyeballs by wrapping the Zambonis and placing ads on the Jumbotrons. All of which played a big part in in the sizable sales boost enjoyed by Champion.

Small Track, Big Win

Retail promotions and events are also a key part of the marketing plan, so we built a reusable RC track and customized RC cars resembling the Champion-sponsored Racing4Detroit Americas Rally Cross car. It debuted to enthusiastic delight at the 2018 Dream Cruise, as attendees jostled to take their turn at the RC controls.

805
Thousand
Total site visits
550
Thousand
Unique visitors
90.4
Million
Impressions
3.1
Million
Video views
48
Percent
Video completion rate