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Delphi is an OE manufacturer of parts for almost every automaker in the world. Its aftermarket division, Delphi Parts and Service Solutions was adapting the Delphi corporate messages, which were not catching the attention of the Aftermarket. Among professionals, confusion still reigned about who Delphi was (Delco? GM?) and inconsistent marketing materials had resulted in uncertainty about their product line. We developed the industry-award winning "Reach the Technician" strategy and launched a new marketing program under the OE-quality message "The Parts Cars Are Born With," linking Delphi's OE-roots to their replacement parts. We went direct to the technicians - Delphi's bottom-line customer - with this new message, using direct mail, trade ads, a NASCAR promotion, eMarketing, training materials and PR.
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Strategy
