Cannes Lions

AIRHOG AIR FILTER

UNIVERSAL McCANN, Birmingham / FRAM / 2005

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Overview

Entries

Credits

OVERVIEW

Execution

The FRAM AirHog creative used an animated hog in both Print and TV to demonstrate the air filter’s air “hogging” ability while at the same time giving a totally different look from the competition, as well as a certain edgy feel.

Outcome

Over 83,000 enthusiasts entered the contest, 7 times higher than expected. AirHog’s market share grew from a new product entry to 9%. In addition, retail distribution coverage increased to over 6,5000 auto retail stores from a launch that consisted of only 734 Wal-Mart stores.

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