PORTLAND, Ore. — “For performance-minded drivers, installing a new K&N air filter or intake system in their vehicle is the simplest route to the emotion and adrenaline that horsepower and acceleration deliver,” – that’s the message creative agency, BPN, hopes to drive home in its new “Pedal Down” integrated campaign for the company. The campaign includes six videos, in addition to national print advertising.
“This is a remarkable opportunity to take a coveted automotive brand to the next level by introducing it to consumers who were previously unaware of it,” said Mark Waggoner, executive creative director, BPN. “We are thrilled with this new work. It’s been a tremendous journey with K&N. The new work showcases the adrenaline-fueled emotional benefits of their products in a big way.”
K&N Engineering selected BPN last July as its agency of record and challenged the Portland, Ore.-based company to develop an integrated campaign that would grow the brand and highlight its benefits in an emotional, inspirational way. K&N, a 40-plus year-old company is doubling its marketing spend in 2015 versus 2014. BPN worked in tandem with K&N to capture attention among all levels of driving enthusiasts, from racecar drivers to the performance-minded individual.
“We believe BPN showcases a great combination of emotion, brand and product,” said Jesse Spungin, chief sales and marketing officer for K&N. “The creative is powerful. We know BPN has captured what matters to our consumers. We are proud of the work and excited to get it in the market.”
The campaign includes national TV, print and digital components. K&N will receive additional TV exposure and product integration on NBC Sports Network, Fox Sports 1&2, Discovery Channel, Velocity and others. National print includes mass men’s, automotive enthusiast and outdoor enthusiast publications including Men’s Health, Motor Trend, Hot Rod, Field & Stream and Outdoor Life.
