Everything Gets Old" marketing campaign aims to boost sales of ride control parts

Tenneco, the manufacturer of Monroe shock absorbers and struts, has launched a new integrated marketing campaign that reminds millions of vehicle owners that ride control components – like other, more visible consumer products – eventually wear out and need to be replaced.

Featuring the message “Everything Gets Old. Even Your Shocks,” the campaign draws parallels between worn shocks and struts and a broad range of consumer items that eventually show clear signs of age, including bananas, shoes, socks, tires, and toothbrushes.

“Ride control components aren’t as visible as many other consumer products, but they play a crucial role in delivering safe steering, stopping and stability,” said Monroe brand manager Carri Irby. ”The ‘Everything Gets Old’ message reminds vehicle owners that worn shocks and struts can compromise the safety of their vehicles and should be replaced at 50,000 miles or 80,000 kilometers.”

The campaign includes thousands of print, online and network radio ad placements and more than 200 strategically selected roadside billboards across the U.S. and Canada. The “Everything Gets Old” message also will appear in high-visibility behind-the-plate and baseline banners in several leading Major League Baseball stadiums. Digital placements include engagement-driven Web banners, “in-app” music/radio ads and a variety of elements designed specifically for users of mobile electronic devices.

Tenneco is coordinating its radio presence with the launch of billboards in several major markets. In addition, popular radio personalities will make special appearances in conjunction with local Monroe “Ride & Drive” ride control training events to reinforce the importance of inspecting and replacing worn shocks and struts.

“This fully integrated campaign will help maximize engagement with the Monroe brand when consumers are most likely to think about their vehicles and important automotive services,” Irby said. “We have combined carefully targeted print, billboard and radio ads with experiential digital advertising that is tied to users’ on-the-fly inputs on their mobile phones, tablets and other devices. With this important new campaign, the Monroe brand is once again leading the ride control category in terms of consumer engagement and brand preference.”