Campaign Objective Automotive industry is a declining industry for the past few years, which puts it under a lot of pressure. This is an industry where the risk of not delivering on time and in sequence has huge financial penalties and hence, auto OEMS and Tier1 component makers, need to consistently work towards making their processes, supply and demand all work in sync. This campaign aims to get Tier 1 suppliers to be aware of the criticality of having the right supply chain partner and of Maersk’s automotive logistics solutions. The Challenge Auto manufacturers and component makers often overlook the basic criticality of supply chain for their own good. The challenge was to overcome this perception with a stark reminder of the repercussions of their inaction. The Insight The challenges of Tier 1 stem from complexity and high reliability requirements of the OEMs. Every OEM works only with a handful of suppliers as their demand/supply is unique. On time delivery, innovation and cost optimization are obligatory. Any deviation can lead to a total meltdown of the supply of parts, to OEMs. The Strategy Supply chain is all-critical for the auto business. Without it, the industry cannot run. We brought that thought to life in a stark visualisation that shows the absence of it. The Execution Besides, social media and other digital advertising channels, we executed a striking billboard innovation that we plan to promote on social media. The Results Supply chain is indispensable for the auto industry - this innovation made a stark point of that. Since its release in the last week of December, we are in the process of promoting it on Social Media.