Monroe Shock Absorbers – Press test drive
At the Motorsport Arena Oschersleben in Germany, during the FIA World Touring Car Championship (WTCC), shock absorber specialist Monroe gave media representatives the chance to feel for themselves the difference between worn and intact shock absorbers.
Feel the difference
Tasks
- Invitation management
- Editorial
- Press kit
- Story placement
- Translation
About the case
At the Motorsport Arena Oschersleben in Germany, during the FIA World Touring Car Championship (WTCC), shock absorber specialist Monroe gave media representatives the chance to feel for themselves the difference between worn and intact shock absorbers. The manufacturer invited selected journalists to the family-run race track near Magdeburg. The highlight of the event was the participation of VIP Tiago Montiero, ex-Formula 1 driver and works driver for SEAT in the FIA WTCC.
Having served as the press agency for Monroe’s aftermarket presence in Germany for many years, a:c handled the complete PR management for the test drive event and was responsible for the German-language content – from writing invitations to preparing the corporate presentation and press kit. The a:c team was also on the ground at the press event itself, making sure everything ran smoothly and that all participants were able to breathe in an ample portion of the motorsport atmosphere.
In keeping with the moto “first work, then fun” the representatives from trade, local and consumer media platforms first learned all about shock absorber technology at a workshop, before heading to a safety track built by Monroe specifically for the event. The journalists were able to feel for themselves, through their own flesh and bones, what it feels like to undertake braking and avoidance maneuvers with intact dampers compared with worn units, using several vehicles prepared for them by the shock absorber specialist. The serious effects that defective shock absorbers have on safety became very obvious to them very quickly. In all cases, braking distance was noticeably greater, and the journalists were no longer able to reliably negotiate obstacles.
In the subsequent media talk, SEAT driver Tiago Montiero reiterated the importance of fully functional shock absorbers – especially when cornering and braking – and how easy it is to lose control of a vehicle running on worn dampers. Each participant also had ample photo opportunities with the down-to-earth WTCC driver and, of course, to round it all off, there was the chance to experience a true motorsport feeling first hand: pit stop, access to the VIP Lounge during qualifying and then a couple of adrenaline-fueled taxi laps alongside Tiago.
Not only did the media representatives have a fun day out, they also came away with some key messages for their readers. Shock absorbers wear – not just in old cars – and that wear often goes unnoticed. It then has a negative impact on braking distance, stability and even the functionality of ABS and ESP. This means they should be checked by an expert every 20,000 km.
