WDA Win Global Media Award for MSS Suspension
Want to stand out at SEMA, the world’s biggest stage for automotive speciality products? It’s no small feat. But that’s exactly what MSS Suspension set out to do, teaming up with WDA Automotive to craft a laser-focused strategy to showcase their products, maximise visibility, and drive traffic to their stand.
MSS Suspension isn’t just another suspension company – they’re pioneers in the field of high-performance, adjustable suspension systems. Known for their dual-stacked, adjustable spring technology, MSS has developed products that redefine handling, ride quality, and stability. Whether it’s high-performance sports cars or luxury rides, MSS products deliver unmatched control, transforming the driving experience for everyone from daily commuters to professional drivers.
Looking to break into the U.S. market and make waves on the global automotive stage, MSS chose SEMA as the launchpad for their expansion. With a world of potential customers and industry leaders under one roof, it was the perfect arena to show the industry what MSS brings to the table – and with a targeted strategy from WDA, they were ready to make an impact.
The challenge
As a newcomer to the U.S. automotive sector, MSS Suspension had its work cut out. Despite being highly regarded in the industry, MSS faced low brand recognition in the United States, and their unique suspension technology was largely under the radar outside of Europe. The SEMA Show offered a massive opportunity – but also a real challenge: how to stand out among thousands of exhibitors, from established global brands to rising startups, all vying for the attention of media, influencers, and potential clients.
With the ultimate goal of making MSS a go-to name in performance suspension, we focused on three core objectives:
- Creating Standout Visibility at SEMA: With over 2,000 exhibitors and hundreds of thousands of attendees, standing out at SEMA takes a well-targeted strategy and precise planning.
- Generating Media and Influencer Buzz: Beyond capturing the attention of event attendees, MSS aimed to generate buzz with key media outlets, influencers, and journalists to ensure their brand message reached far beyond the show floor.
- Converting Awareness into Credibility: Brand awareness was just the beginning; MSS needed to establish solid credibility in the U.S. market by demonstrating their innovative technology and product benefits to consumers and industry experts alike.
These goals set the foundation for a collaborative, bold campaign between MSS and WDA Automotive, aimed at not just meeting but surpassing the ambitious targets MSS had for SEMA.
The solution
To address these challenges, WDA Automotive crafted a comprehensive campaign tailored to MSS’s unique needs, focusing on brand storytelling, social media engagement, and real-time content delivery:
1. Brand Storytelling through Pre-Event Content
Weeks before SEMA, WDA set the stage by launching an anticipation-building content strategy to introduce MSS and spotlight their unique technology. Through a series of blog posts, technical articles, social media teasers, and targeted press releases, we showcased the distinctive advantages of MSS’s suspension systems, with a strong focus on their dual-stacked adjustable spring technology. This approach positioned MSS as a standout brand for both performance gains and comfort enhancements, capturing the interest of automotive enthusiasts, engineers, and industry media.
2. Design of A Visually Striking Display Stand
For MSS Suspension’s SEMA stand, WDA went for a bold, high-impact design to spotlight MSS’s cutting-edge suspension technology. We crafted a premium, high-performance look centred on MSS’s core colours: black and vibrant orange. Large monitors featured custom-shot videos of MSS products in action on rugged terrains and racetracks. Produced in just three days, the footage included dynamic tracking shots, live installations, and real testimonials, immersing visitors in MSS’s engineering prowess and performance advantage, creating an unforgettable experience.
3. Product Display With Functional Demos
To truly showcase MSS Suspension’s quality and innovation, we designed an area with adjustable stands displaying a range of MSS suspension systems. Each display featured cutaway or transparent views of components, giving attendees a close-up look at the intricate internal mechanics. This hands-on experience highlighted MSS’s engineering excellence, offering visitors an educational and interactive encounter with their advanced suspension technology.
4. Brochures & Product Spec Sheets
To keep the engagement going after the show, we provided high-quality brochures and detailed spec sheets that outlined MSS Suspension’s product features, application benefits, and technical specifications. These premium materials served as valuable takeaways, allowing potential customers to dive deeper into MSS’s offerings long after they visited the stand.
5. Utilising Off-Stand Opportunities
To drive traffic to the MSS Suspension stand, we executed strategic advertising throughout the venue. Branded floor graphics and directional arrows led visitors straight to the booth, while large banners in high-traffic zones, such as entrances and hallways, displayed dynamic visuals of MSS products in action. Each banner included the booth location, ensuring maximum visibility and footfall for MSS Suspension.
The results
Here are some key results from the campaign:
Increased Brand Visibility and Media Coverage – Through WDA’s targeted outreach and content amplification, MSS gained impressive media coverage and saw a surge in digital engagement. Multiple automotive media outlets covered MSS’s groundbreaking suspension technology, expanding their visibility to audiences well beyond SEMA attendees and solidifying their presence in the U.S. market.
High Booth Traffic and Influencer Interaction – The combination of pre-event buzz and live event coverage brought a steady stream of visitors to MSS’s booth, including influential journalists, industry experts, and passionate automotive enthusiasts. This exposure helped MSS forge valuable connections with potential distributors, partners, and end-users, creating a solid foundation for their growth in the U.S. market.
Credibility Boost with the Global Media Award Win – Winning the SEMA Global Media Award was a powerful endorsement of MSS’s product quality and market potential. This award enhanced the credibility and prestige of the MSS brand, instilling trust and differentiating them from competitors in an already crowded market.
Enhanced Online Engagement and Following – WDA’s real-time social media strategy paid off with a marked increase in MSS’s social media following and engagement rates. Both event attendees and online followers connected with MSS’s content, building a stronger digital presence and laying the groundwork for sustained brand awareness and engagement well after the SEMA Show.
Video captured and edited by WDA Automotive.
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Real Results
“Great news all – we have won a SEMA Global Media Award! Great effort team, you have all helped us pull SEMA together – BIG THUMBS UP!”
Marketing Manager – MSS Suspension
