Case Study: Alcon CCX
Working together with Alcon, the award winning British brake and clutch manufacturer, CMA Marketing created and launched a marketing platform to grow the CCX brand.
The Alcon Carbon Ceramic Xtreme (CCX) brake kit is the most advanced of its kind in the world. Whereas other carbon ceramic brakes can prove unsuitable for everyday road use, the unique Alcon CCX design and composition means that they work extremely well even when cold.
Sold as an aftermarket kit, it offers benefits in terms of mass reduction, brake torque increase, lower wear rate for pads and discs and improved feel for the driver.
In order to communicate the benefits of CCX effectively, Alcon asked CMA to come up with a marketing communications strategy. The first phase of this plan was to create compelling videos, a microsite, a positioning brochure and set up the CMAil platform, for efficient and effective e-mail communications.
Having developed the video concept and scripts, filming then took place over multiple days at Bruntingthorpe proving ground. Some behind the scenes shots of the filming process can be found on our Facebook page.
Developed simultaneously with the editing of both the Lap Comparison and the Brake Test videos, the Alcon CCX website was written, designed and built, as was the positioning brochure.
Following the launch of these elements, phase 2 of the project - the extension of the Alcon CCX range for the Porsche 911 - was completed a couple of months later. Two e-mail campaigns were run using CMAil: the Nissan GT-R and the Porsche 911.
“When we were discussing this project with CMA, we were very impressed by their knowledge, enthusiasm and grasp of our core values and competencies, which we simply didn’t get with other marketing companies we’ve spoken to” said Jonathan Edwards, sales director at Alcon Components. “We are very pleased what they have delivered.”