Horse power, torque, capacity, acceleration. We are used to getting excited about the performance of a car almost exclusively with regard to how powerful it is.
On the racing track, however, the winning car is not only the fastest and most powerful, but also the one that brakes in the shortest distance. Brembo, a worldwide leader in braking systems, is launching a new communication campaign to highlight the emotional aspect of braking, which starts out from the Formula 1 experience - with an image of the system fitted on Ferrari single-seaters - before going on to transfer the message, along with the necessary adjustments, to the sensations experienced in road driving.
Most fans do actually know how many seconds a single-seater takes to accelerate from 0 to 100 km/h. But how many of them know that a Brembo braking system manages to bring a car doing 300 km/h to a halt in less than 4 seconds? Impressive. In fact, the catch line states “From 300 to 0 in 3.79 seconds.”
The figure is supplied directly by Brembo, which celebrates the 40th anniversary of its début in the world of racing by reappearing in periodicals and the trade press with a campaign spread over the most important automobile and mainstream publications, both on and offline, in two of its prime markets, that is to say, Germany and Italy. Also in the United States, now the company's number one consolidated market, Brembo has prepared a billboard advertising campaign in the streets of Detroit dedicated to the NAIAS 2016 Auto Show, and inspired by the same topic.
The campaign designed by Saatchi&Saatchi aims at drawing the public's attention to the extraordinary characteristics of Brembo braking systems, recalling how the technology and know-how built up by the Italian company on the tracks of the most prestigious racing championships are constantly transferred to on-road applications and made available to all car drivers.