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Schaeffler Group sets focus on APAC next for its global image campaign

Singapore — Germany-based automotive manufacturer and industrial sector supplier Schaeffler has announced the launch of a new series of regional motifs as part of the company’s global image campaign to promote its new claim, “We pioneer motion.” The company said the new motifs aim to highlight its corporate purpose and strategic direction. 

Schaeffler said the goal of the global campaign is to bolster its corporate brand worldwide and to underscore the company’s global orientation as a leading automotive and industrial supplier. Meanwhile, the regional campaign focused on APAC presented four new creative designs representing the brand’s ethos on innovation, tradition, uniqueness, and passion to succeed, while also drawing inspiration from the cultural diversity of the Asia Pacific region. It will be exclusive on digital channels like display and programmatic advertisements across social media platforms and display networks websites in six regional markets.

Dharmesh Arora, regional CEO at Schaeffler APAC commented on the regional extension of the global campaign, saying, “As a global company with strong local presence in multiple markets in the Asia Pacific region, the regional image campaign provides a strong foundation for us to communicate our pioneering spirit and innovative strength, which has been present since we invented the cage-guided needle roller bearing 70 years ago.”

Arora adds, “Additionally, as we embark on our Roadmap 2025 strategy, we look to sharpen and strengthen our focus on creating new and exciting opportunities to reach and engage with stakeholders through an integrated approach.”

The current regional campaign rides on the success of the first three waves of the global image campaign, which were rolled out in Germany, China, the USA, Japan, and India in October last year with the third wave including markets such as France and Italy. The global image motifs have generated an estimated 773 million impressions on multiple platforms and channels, leading to increased awareness and engagement to the Schaeffler brand. 

Ashish Shukul, director of communications and marketing of Schaeffler for APAC, said that Schaeffler’s global image campaign has given a major facelift to the company’s brand imagery and visual identity. Shukul added by saying that the momentum gained from the strong performance of the global campaign, especially the outstanding results in India, allowed us to extend Schaeffler’s campaign to other key markets like Australia, Indonesia, Korea, Singapore, Thailand, and Vietnam.

“We want to make our key stakeholders even more aware of Schaeffler’s extensive manufacturing and technology footprint in the Asia Pacific region. By leveraging learnings from the first three waves of the global campaign, we have adopted a much more targeted and culturally-relevant approach to enhance the presence and visibility of the Schaeffler brand. This also allows us to highlight the leading qualities that make us the preferred technology partner of our customers’ sectors, ” Shukul said.