Niterra feels the glow
Flexible and engaging creative approach
Multi-channel marketing campaign
Driving product sales during critical season
Niterra UK is a leader in engine management technology - trusted by mechanics, garages and vehicle owners alike. With an unwavering commitment to quality and innovation, Niterra provides a comprehensive range of products designed to keep vehicles running smoothly, regardless of the season.
Winter is a critical time for vehicle maintenance, with colder temperatures placing additional stress on ignition systems. Niterra UK sought to capitalise on this seasonal demand by promoting their NGK glow plugs - a product designed to ensure reliable cold starts and smooth diesel engine performance during the harshest winter conditions.
The challenge was twofold:
- Drive awareness of NGK glow plugs among automotive professionals and end-users.
- Boost sales during the winter months by positioning NGK glow plugs as a must-have for vehicle reliability.
To meet these objectives, Drive Agency developed an engaging and memorable campaign with the bold tagline "BRRRING IT ON!". This campaign combined creative storytelling with practical advice to resonate with both B2B and consumer audiences.
Key elements included:
- Visual Identity: Frosty imagery and bold typography were used to create striking press ads, social media content and email marketing assets. Campaign visuals depicted icy windows with messages like "Winter is Coming" and "Forecast: Profits," tying the product benefits to the season.
- Educational Content: Social posts highlighting NGK glow plugs’ technical advantages, such as fast heat-up times and 90% vehicle coverage, informed mechanics and distributors about the value of the product.
- Interactive Elements: Polls and engaging “Did You Know?” facts on social media increased interaction, fostering deeper audience engagement.
The campaign was executed across multiple channels to maximise its impact.
A series of full-page adverts ran in key industry media throughout the winter months, aligned with the typical buying cycle — building awareness in early winter, supporting consideration mid-season and reinforcing purchase decisions at peak demand.
On social media, eye-catching posts featuring animations and static imagery utilised frosty visuals to emphasise the importance of winter preparedness, driving engagement across platforms.
A detailed email campaign complemented this effort, offering practical insights into vehicle maintenance during colder months and encouraging recipients to contact NGK representatives for expert advice and product selection.
Meanwhile, the website was seamlessly integrated into the campaign, with clear calls-to-action directing traffic to the NGK Part Finder tool. This enabled distributors and mechanics to quickly and easily locate the right products, ensuring the campaign delivered both engagement and functionality.
By blending seasonal relevance, engaging visuals, and practical messaging, the “BRRRING IT ON!” campaign positioned Niterra UK as the go-to brand for winter-ready ignition parts.
The ‘BRRRING IT ON!’ message truly captured our audience's attention with a campaign creative look which was totally unique to us. The combination of creative visuals, practical insights, and strong calls-to-action helped us achieve both engagement and sales goals during a critical season. Drive Agency’s expertise in crafting targeted campaigns made all the difference.
