OBJECTIVE
AP wanted to demonstrate that it was at the cutting edge of technology and future thinking regarding friction materials.

SOLUTION
CODE devised an advertising campaign featuring the strap line ‘the science of friction.’ This campaign evolved into a yearlong advertising campaign which included a space theme copy platform - ‘lift off, launch pad and the final frontier’ all alluded to space jargon and familiar sci-fi statements.

RESULT
Increased awareness and greater attendance at the Earls Court Auto sport show was a key result of the advertising campaign alongside improved awareness among retail customers and dealers.