Koyo

About the project

Koyo is a distinguished manufacturer of high-quality bearings and a proud member of the globally renowned Toyota Group. With an impressive portfolio that includes over 100,000 variations of ball and roller bearings, Koyo serves industries crucial to modern life, including automotive, aviation, agriculture, construction, marine, and wind energy.

Bearings are the unsung heroes of the industrial world, enabling the smooth operation of nearly everything that moves. In most applications, they are considered ‘no-fail’ components, essential to the functionality of machinery that people often take for granted. Without them, the world would quite literally grind to a halt.

The Challenge

As a challenger brand in a competitive market, Koyo sought to elevate the perception of its manufacturing prowess. Despite their products being specified for world-class machinery, high-performance cars racing at over 200 mph, and even rockets designed for space exploration, there was a need to further amplify Koyo’s reputation.

With prestigious clients such as Jaguar Land Rover, Volkswagen Audi Group, Suzuki, Bosch, Triumph, and BMW already recognising Koyo’s undisputed quality, the next step was to expand their reach and bring their exceptional standards to a broader audience. The goal was to not only highlight the quality of Koyo’s products but also to elevate their profile in the UK market, ensuring these brilliant machines received the recognition they deserved.

Our Solution

We began by analysing and refining existing marketing collateral developed for the US and Japanese markets, recognising that the UK market required a tailored approach. Our strategy centred on positioning Koyo as the definitive ‘Benchmark for Bearings’ in the industry.

With this powerful concept, we set about establishing Koyo as the standard against which all other bearings would be measured. The campaign focused on showcasing the key attributes of Koyo products—exceptional longevity, strength, and lightweight design—traits that make them indispensable across various demanding applications.

To support this positioning, we implemented a targeted Direct Mail campaign, reaching over 500 engineers with personalised messaging. This was complemented by a robust online strategy, directing potential customers to bespoke landing pages that reinforced the brand’s superiority.

The results were immediate and impactful. Koyo began to capture significant market share from established competitors, solidifying its position as a leader in the UK bearing industry and reinforcing its reputation as the go-to choice for industries where failure is not an option.