22 Similar work for other clients, cont’d (A Trade Story)  Similarities • High interest/high involvement category • Jobs and millions of dollars at stake  The Problem • Product parity among a few good brands • Little or no brand loyalty  Key Strategic Insight • If an oil rig goes down because of fouled plugs, millions of dollars and jobs are at risk • Specifiers switch brands because category is mature and products virtually identical  Creative Strategy • Reposition DENSO Iridium Saver spark plugs as the world’s most durable – 3X longer duty cycle than comparable plugs  Tactical Elements • Trade pubs, online, affinity marketing  Results • Inquiries up 17%; Awareness up 4%; Sales up 6%