Delphi Automotive Systems Introduces First Television Ad Campaign
29 April 1999
Delphi Automotive Systems Introduces First Television Ad Campaign, New Company Tagline
TROY, Mich., April 28 -- Delphi Automotive Systems
today unveiled its first-ever television advertising campaign,
which also represents its first ad campaign as a publicly traded company.
The first of two television commercials, which will be complemented by
print ads, focuses on Delphi's partnership with the Indy Racing League (IRL).
Scheduled to debut May 1, the ad is designed to communicate how Delphi uses
its involvement with automotive racing as a "laboratory" in which to develop
and fine-tune the highly technologically advanced systems that will eventually
be used in the cars and trucks of its global customers. The second commercial
is geared toward the general public and focuses on what Delphi provides to
leading vehicle manufacturers and therefore consumers.
"1999 marks a new beginning for Delphi Automotive Systems as an
independent company, and Delphi Racing is an exciting part of our overall
marketing program," said Bill Lafontaine, director of marketing, Delphi
Automotive Systems. "With the tremendous exposure that TV provides, our
sponsorship of the Indy Racing League and Kelley Racing's Car #8 driven by
Scott Sharp provides a unique opportunity to communicate Delphi's innovations
and technological expertise."
A sponsor of the IRL since 1997, Delphi supplies advanced electronics
technologies that collect on-board vehicle information and communicate it back
to the pit crew, as well as electronic modules that control engine performance
on race cars. The ultra-harsh heat and vibration during the races provide an
unparalleled environment used to test Delphi technologies. With this data,
Delphi engineers apply innovative thinking to create a race-winning strategy
for vehicle manufacturers.
For the 1999 racing season, Delphi will provide the Electronic Control
Module (ECM) -- which optimizes engine performance through fuel control --
to the Aurora V8 engine. In addition, Delphi will provide other electronic
hardware used in motorsports racing circuits, including:
* Capacitive Discharge Module (CDM) -- provides voltage to spark plugs,
eliminating the need for a mechanical distributor
* Accident Data Recorder (ADR) -- senses and records key vehicle
parameters just prior to, during and after a triggering event such as an on-
track accident
* Radio Telemetry Module (RTM) -- transmits real-time engine and chassis
data from the vehicle to the race vehicle engineers in the pits
* Track Condition Radio (TCR) -- alerts drivers of critical information
via digital display messages to quickly communicate track caution status
In addition to the new ad campaign, Delphi is introducing a new tagline
to replace its current slogan, "The Power to Simplify." Beginning May 1,
Delphi materials will launch a new tag -- "Driving Tomorrow's Technology" --
to reflect the company's focus on future growth through innovative technology.
"As a new public company, Delphi needs to expand its brand message to a
much wider audience," said Lafontaine. "In the past, we focused on our
vehicle manufacturer customers, supplier partners and employees. Now we need
to let the general public know who Delphi is and what Delphi does. Everyone
needs to understand Delphi's high-tech capabilities, which lead to innovative
transportation solutions. Our ad campaign is designed to get this point
across."
The new ads were produced by McCann-Erickson Detroit, which has served as
Delphi's advertising agency since January 1995. Prior to this campaign,
Delphi's advertising was focused primarily on trade publications and
billboards.
"This first venture into the world of television advertising on behalf of
Delphi posed some unique challenges for us," said George Bak, senior vice
president, McCann-Erickson Detroit. "We're making the most of Delphi's racing
sponsorship. This isn't a typical motorsports spot. It's a creative way of
communicating Delphi's broad product portfolio and technically advanced
engineering team."
The two commercials, titled "Big Truck" and "In Your Garage" were filmed
on location at the Walt Disney Motor Speedway in Orlando, Fla., the Las Vegas
Motor Speedway and the Los Angeles Convention Center. "Big Truck," which is
geared toward the motorsports audience, is scheduled to debut May 1 during
coverage of the VisionAire 500 at Lowe's Motor Speedway in Charlotte, N.C.
"In Your Garage" is scheduled to debut the week of May 17. This second spot
will appeal to the general public by taking a look at the many places they
might find Delphi products -- even in their own garage.
McCann-Erickson Detroit, headquartered in Troy, Mich., is a division of
McCann-Erickson Worldwide, the world's largest multi-national advertising
agency system, with billings of $10 billion and operations in 175 countries.
Delphi Automotive Systems, with headquarters in Troy, Mich., USA, is a
world leader in automotive component and systems technology. Delphi's three
business sectors -- Dynamics & Propulsion; Safety, Thermal & Electrical
Architecture; and Electronics & Mobile Communications -- provide
comprehensive product solutions to complex customer needs. Delphi has more
than 196,000 employees and operates 168 wholly owned manufacturing sites, 51
customer centers and sales offices, and 27 technical centers in 36 countries.
Regional headquarters are located in Paris, Tokyo and Sao Paulo. Delphi can
be found on the Internet at http://www.delphiauto.com.