Purolator has launched what it calls an "ambitious advertising and promotional campaign" to support its PureOne oil filter line.
"The campaign has been crafted to encourage both do-it-yourself and do-it-for-me customers to specify top-quality Purolator PureOne oil filters with every oil change," the company said.
Chuck Kerrigan, director of marketing for Purolator, said, “Our research tells us that our key target audience for our premium PureOne oil filters is men aged 25-54 who perform their own auto maintenance. We have selected media that reach this audience very directly, on websites and in forums where auto maintenance messaging is relevant to topics at hand.
“This advertising program will educate consumers, which will support the thousands of auto parts stores and automotive service facilities who stock and sell Purolator filters. It is just one more demonstration of our commitment to driving business to our partners in the auto supply chain,” Kerrigan said.
The year-long campaign utilizes a combination of radio, online and social media venues to reach DIYers and others who may specify an oil filter brand.
Radio commercials will air on sports-oriented media including ESPN Radio and its Spanish language counterpart, ESPN Deportes, and Purolator said the commercials will also air on radio stations whose formats include rock, classic hits, and country music.
Online advertising for Purolator PureOne oil filters will appear in banner ads on a host of automotive enthusiast and DIY websites and forums, including Motor Trend, Car Craft, Car and Driver, Popular Mechanics, and others. Messaging will also appear in on-line searches using Google, Yahoo! and Bing. Banner ads will appear on NASCAR-related websites and forums.
In addition, Purolator is using its Facebook page, Twitter account and YouTube channel in an effort to “capitalize on the ability of social media to spread messages far and wide, in mere minutes,” the company said.
