IHI is one of the most respected OEM turbocharger names in the world, but the aftermarket-facing presence had not kept up. With SEMA on the calendar, the program needed a credible brand, market-fit creative and a real website on a timeline other agencies refused.
IHI was booked for SEMA with no cohesive aftermarket brand, no performance-market positioning and no usable web presence. Other agencies quoted a year for the website alone.
SEMA, the largest performance aftermarket show in the world, was already on the calendar.
No cohesive brand, no performance-market positioning, no usable site to send buyers to.
Other agencies had quoted a year for the web rebuild alone.
Built the plan backward from the fixed SEMA date to an aggressive but real launch schedule.
Positioning and creative tailored to builders, tuners and shops rather than a generic OEM look.
Scoped the overhaul to what could ship in 90 days and serve SEMA traffic.
Strategic counsel through the floor activation and post-event handoff, not just creative delivery.
Brand, web and on-floor presence launched on the SEMA timeline.
Brand, web and on-floor presence launched on the SEMA timeline.
New positioning landed inside the right buyer culture.
Became the ongoing creative and strategic relationship for the program.
"We executed and launched a new strategy with market-appropriate branding, and completed an entire website overhaul in just three months."