Federal-Mogul Corporation has introduced an extensive new print and online advertising campaign that invites millions of vehicle owners and maintainers to join the celebration of the Champion® spark plug brand's 100th anniversary.
The innovative "Always a Champion" campaign, featuring NASCAR Nextel Cup superstar Dale Earnhardt Jr., invites do-it-yourselfers and automotive professionals to experience the advantages of performance-driven Champion products. Each ad also invites consumers to visit the company's new virtual-reality Web site, where they can explore the Champion Garage, enter the "Performance Driven Sweepstakes," play the "Crew Chief Challenge," look up Champion spark plug listings, and earn anniversary prizes.
The campaign features a series of ads highlighting Earnhardt's off-track passions — including his Corvette, all-terrain vehicle, dirt bike and boat — that are powered by Champion spark plugs. Champion plugs are offered for virtually every type of vehicle: two or four wheels, on or off the track. The ad series will appear in leading lifestyle publications such as Field & Stream, Stuff, ESPN The Magazine, Boating, Hot Rod, 4Wheel & Off Road, and NASCAR Illustrated, as well as within an array of popular online destinations — including ESPN.com, UGO.com and HotRod.com. The program is expected to generate nearly 120 million brand impressions.
"Champion is one of those rare brands that defines an attitude and a lifestyle," says Garth Cole, Federal-Mogul's director of marketing for the aftermarket. "Millions of enthusiasts, including Dale Jr., have embraced the Champion brand because they understand the value of performance-driven technologies. Our new ad campaign — and every element of our 100th anniversary program — celebrates the extraordinary bond between Champion and today's consumers."
Champion is the "Performance Driven" brand of spark plugs and other leading automotive products from Federal-Mogul, a premier global manufacturer and marketer of original equipment and aftermarket solutions. Established in 1907, Champion is celebrating its performance-driven heritage by looking forward to the next generation of innovative products. The brand's iconic red-and-black bowtie logo is a familiar sight for racing fans and millions of other consumers and is displayed at professional and amateur racing venues; in service garages, parts stores and national retail locations; on car and truck windows and fenders; in video games and movies; and in leading automotive collectibles catalogs.
This unusually strong brand presence has led to the introduction of a growing range of performance-driven Champion-branded products, including automotive specialty performance additives and lubricants, batteries, starters and alternators.
More information regarding Champion's 100th anniversary and new consumer advertising program is available online.
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