Educate brake installers about the unique value that Akebono ceramic brake pads represent: the high-quality pads generate profit by eliminating warranty returns and costly "comebacks." A secondary objective was to prompt installers to recommend Akebono to their customers.

Quell developed a media plan and series of testimonial ads that featured highly regarded service technicians describing how Akebono ceramic brake pads improved their bottom line by saving them time. The straight-talk ads established Akebono quality as a sales and profit generator. The campaign was so well received that Akebono displayed the ads as posters in its corporate headquarters and used them in sales presentations.