Lumag: when fact meets friction




Lumag is perhaps best known in the UK aftermarket for its brake pads and brake linings for commercial vehicles. The leading brake friction supplier was looking for a PR specialist to build awareness of its existing portfolio, while simultaneously unleashing its own BRECK brand to the aftermarket, aimed at passenger vehicles and delivery trucks.

An initial meeting with the affable MD Colin Smit at the company’s UK HQ in Doncaster couldn’t have gone any smoother. Our compelling pitch immediately won him over and he hired us on the spot. No half measures: that’s what we like!

We lost no time in getting straight to work and putting into action our proposed campaign, aimed at the CV sector and automotive aftermarket. It wasn’t long before Lumag set the Twitter world alight, sharing its brake friction knowledge with the industry’s movers and shakers, as well as imparting their tech tips to garages and mechanics on various online platforms. Within just a month, print and digital coverage had increased by 100%, with editors seemingly unable being to adequately quench their appetite for the Lumag brand!

We suggested to Colin that as event management extraordinaires, it would be foolish for the team at HWPR not to leverage this opportunity and strike while the iron was hot, by organising a press visit to the company’s cutting-edge mixing facility in Poland. Scheduled for this summer, the brief is simple: to provide editors with a fascinating insight into unparalleled braking technology and the company’s history spanning almost 30 years, with the intention of creating further coverage and thus, building its brand awareness across the aftermarket.

“I’m as happy as a pig in muck!” was Colin’s frank response when asked his thoughts on what we had achieved for Lumag to date. That’s definitely a compliment not to be sniffed at!