Company: Gates Corporation
Nomination Submitted by: LAW Creative
Company Description: Gates Corporation is a global leader in power transmission and fluid power products, services and solutions, with more than 15,000 employees and over 100 locations in 30 countries. Since 1911 Gates has invented countless innovations in power transmission and fluid power that have affected virtually every industry.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Aftermarket
 Nomination Title: Gates Electric Thinking campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
13 Sept 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 233 words used.
As electric and hybrid vehicle sales continue to rise, there are both challenges and opportunities for the independent aftermarket. On one hand, traditional auto parts businesses may struggle to keep up with the rapid pace of change in this market segment. On the other hand, those that invest in specialised training and equipment stand to benefit from the growing demand for EV/hybrid parts and services.
The main purpose of this campaign was to enhance the awareness of Gates' expertise in the electric and hybrid vehicle parts and to position Gates as a leader in the EV market. By highlighting the unique value that Gates brings and showcase their commitment to innovation and meeting customer needs.
In addition to building brand awareness, it's important to offer customers practical solutions for their EV/hybrid needs. This may include specialised training and support for technicians, as well as a wide range of high-quality parts and accessories. By working closely with dealerships and repair shops, Gates can provide the products and services that customers need to keep their EV/hybrid vehicles running smoothly and efficiently.
Overall, the rise of electric and hybrid vehicles represents a major shift in the automotive industry, and presents both challenges and opportunities for the aftermarket. By focusing on innovation, customer service, and practical solutions, Gates wanted to position themselves as a leading supplier for the future and drive growth in the EV/hybrid parts market.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
After conducting extensive market research and analysis we understood that customers are looking for more than just hybrid/EV parts, they need a trusted partner that's future ready.
Devised value proposition: Gates (Aftermarket) safeguards your future as mobility moves on.
Creative execution: Gates are perfectly positioned to support the aftermarket as they transition to a new world. This is Electric Thinking… pushing boundaries, challenging convention and exploring new opportunities.
This is how Gates will help the industry navigate the future, as they have done for the past 100 years. Empowering independent workshops to overcome their biggest challenges by showcasing real life and authentic success stories of businesses that have already made the switch and already working with Gates.
The narrative of the Electric Thinking initiative revolves around a family-owned business located in Norway. With a proud history of serving their local community for more than three decades, the business has been able to thrive. As the torch passes to the next generation, they must also remain agile in order to sustain their success.
Campaign goals
The campaign goals included firstly to generate brand awareness among key audience groups, KPI's included YouTube views, media impressions and driving website visitors.
Other metrics included lead generation and sales through the campaign landing page. KPI's included 100 MQL's and €500K in product sales.
Once the pilot campaign is run across France, DACH and Netherlands, further launches would be planned and rolled out across other regions including Norway and Sweden in 2023.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
Since the launch at Automechanika 2022, the Electric Thinking campaign has continued to exceed expectations for brand awareness and commercial results.
Results from launch at Automechanika Frankfurt 2022 through lead capture VR game:
- 380 participants that signed up to play the game at the show
- 137 SQL’s were later converted by inside sales
- 19 opportunities created
- €563k in sales
On the 9th of December 2022, we launched a 12 week media campaign across key regions including France, DACH and Netherlands.
Here are the big results:
·Sales exceed €1.1 million delivering a 267% ROI (expectation was €500K)
· 545 MQL’s generated (expectation was 100 MQL’s)
· The campaign has opened opportunities with major distributors across Europe
· Over 201k visitors to landing page
· Webinar achieved 377 registrations including 5 major OEM manufacturers
· Skippable 2-minute brand video - 146,265 YouTube views and 330K impressions, VTR of 43.97%
Other activity included:
- Lead generation landing page - generated over 201k page sessions. 35% of users scrolled to bottom of page to enquiry form.
- e-commerce product section linked to Gates catalogue - generated over 14K organic product searches
- Segmented automated email journey for distributors and workshops
- Paid Google Search, Discovery, YouTube and LinkedIn - over 3 million impressions, 170,714 clicks, 12.74% interaction rate and over 3,000 product searches on Google
As the media campaign ended in April 2023 many leads continue to be qualified and converted in sales opportunities.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 5 words used.
Please see supporting material attached.
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