When hub assemblies began failing prematurely (an industry-wide problem), The Problem Solvers at MOOG went to work and created new hub assembly designs that help seal out water, road grime and other contaminants. To build momentum for the launch, we sent two MOOG engineers on a mission to put their redesigned MOOG hub assemblies to the ultimate test—a 1,000-mile road trip To Hell and Back.
The omnichannel To Hell and Back campaign was the PUSH the brand needed to engage technicians, shop owners and parts retailers. From back roads to boat launches and through punishing terrain, our MOOG engineers hit it all on their road trip from St. Louis to Hell, Michigan. Along the way, they also dropped in on a few repair local shops to see firsthand what happens to a hub assembly when it isn’t sealed up tight.
To be successful, the campaign needed to gain traction with key retailers and distributors. Their support is critical to the sales effort so we gave them plenty of ammunition. Our POS, CRM tools and branded merchandise fired on all cylinders but we weren’t fully prepared for the success of one promo item—MOOG Hubanero Hot Sauce. Cooked up with help from Hell Fire Detroit, this unique promo was snapped up by the channel and forced MOOG to cook up a second batch to meet the demand.
The PUSH we provided for MOOG demonstrated to the automotive aftermarket that the brand’s unrelenting approach to product design, engineering and manufacturing ensures that even the toughest problems get solved. And the results proved it all out.
17+ Million Media Impressions
3.6+ Million Video Views on Youtube
20% increase in community size on social channels from prior year
118.3% INCREASE IN ‘VISITS WITH PURCHASE INTENTION’ TO THE MOOG WEBSITE
A MAJOR NATIONAL PARTS RETAILER ADOPTED THE SERIES AS mandatory team member training
2023 MARCOM AWARDS
Platinum Video Series
Platinum Advertising Campaign
Gold Informational Web Video
2023 VIDDY AWARDS
Gold Auto-Related YouTube/Vimeo
Gold Advertising Campaign
Platinum Short-Form Web Videos
