Airbag Man launches new brand campaign ‘Feel the Performance’ via New Word Order

Australian vehicle suspension specialist Airbag Man has launched its ‘Feel the Performance’ brand campaign – the family-owned company’s most comprehensive brand outing in its 30-year history, developed with Brisbane agency New Word Order (NWO).

 

The campaign is built to do something a spec sheet never could: make people feel the difference that air suspension makes, long before they ever get behind the wheel.

New Word Order partner Scott Oxford said the campaign puts drivers in the discomfort of an unsupported ride: “You can’t sell a feeling with facts. Airbag Man’s core audience – tourers, tradies and weekend 4×4 warriors – already knows their vehicles intimately, and many already have their product installed.

“This campaign extends to a new audience – new 4×4 drivers and caravan owners – who can quickly understand the product benefits for their comfort and safety.

“To help them do this, this campaign makes them physically feel the problem first, then resolve it the moment Airbag Man enters the picture.

“It gives the brand a sensory hook that can flex across every future product range and campaign.”

Airbag Man has spent close to two decades engineering air suspension systems and is a market leader locally and in its export markets. Until now, the brand had never told its own story with the same confidence it builds its products.

Feel the Performance is NWO’s first full campaign for ABM, built on a brief to help a sceptical, experienced audience not just understand what air suspension does, but feel exactly what it means.

Says Oxford: “Air suspension is experienced through the body – in the driver’s seat, in the stomach, in the shudder through the steering wheel – long before it’s understood as a product benefit.

“Rather than lead with technical performance claims, every execution is built on the same problem/solution architecture.

“It heightens the discomfort, chaos and unpredictability of driving unsupported, then resolves it completely the moment Airbag Man enters the picture.”

So a bobblehead shudders violently on a corrugated dirt road, and kids brace in the back seat. But with suspension, the ride on the same road is smooth, level and controlled.

Developed as a scalable content suite from a single hero shoot, the Feel the Performance campaign is running across BVOD, radio and digital display.

Airbag Man marketing and communications manager Aaron Vinnell said he’s already received positive reactions since launch on Monday 31 August: “We’ve always known what our product does for people out there on the road but this is the first time we’ve told that story with the same confidence we build it with.

“This campaign helps to cement our brand as a necessary after-market upgrade when purchasing a 4×4.”

Client: Airbag Man
Marketing and Communications Manager: Aaron Vinnell
Managing Director: Ben Clamp
Agency: New Word Order
Strategy: Greg Bowell
Creative: Liam Ryan and Mike Ballantyne
Account Management: Rebecca Holman
Production: Light + Shade
Co-directors: Matt Bamkin and Josh Zaini
Producer: Emma Horne
Stills: Jesse Smith

 

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