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Steering clear of counterfeits

With over 2,000 counterfeits removed in just 4 months with Red Points, MOMO’s brand protection has gone up a gear

2,989

Enforced infringements

$400,000

Value of counterfeit products enforced in 4 months

35

Domains monitored

The challenge

After building the renowned racing brand for over 50 years, MOMO’s popularity started attracting counterfeits that threatened their global reputation.

Though experts in creating world-class racing products, MOMO struggled to keep the fake products online under control. They knew they needed a real solution to their issues before they caused long-term damage.

The Solution

Red Points brought a technological brand protection solution to MOMO, and offers them a way to deal with their counterfeiting and brand abuse problems that they never knew was possible.

Using features of artificial intelligence, keyword monitoring, and machine learning, MOMO is able to protect their brand on 35 different websites across the world. Potential infringements can be validated with a single click on Red Points’ platform, saving employees hours of time each week.

The Result

With over 2,000 listings removed, with a product value of over $400,000, MOMO no longer needs to worry about fake products online.

Now, the MOMO brand can focus on what matters: creating high-quality, aesthetic products for professionals and amateur drivers alike, and growing their brand internationally.

About MOMO
MOMO started in 1964 when gentleman driver Gianpiero Moretti created a special steering wheel for racing. Very soon, other racers had taken notice of Moretti’s new accessory, and within a year the MOMO steering wheel was used in a Formula One race-winning car.

Since then, MOMO has expanded greatly, and now creates a wide array of auto racing products and consumer driving accessories.

momo.com
Automotive industry
Milan, Italy

Automotive industry

“We needed to find a solution to this problem, and that’s why we were looking for a partner like Red Points”

Matteo Gianotti,
Marketing Manager at MOMO

Request Demo

The MOMO story

MOMO started in 1964 when gentleman driver Gianpiero Moretti created a special steering wheel for racing. Very soon, other racers had taken notice of Moretti’s new accessory, and within a year the MOMO steering wheel was used in a Formula One race-winning car.
Since then, MOMO has expanded greatly, and now creates a wide array of auto racing products and consumer driving accessories for a global audience of professionals and amateurs.

Counterfeiters hijacking social media

Social media is one of the most important channels for MOMO. Not just as an extra route for sales, but as a way of connecting with their fans, and getting people excited about their brand.
However, it’s become very easy in recent years for counterfeiters to abuse brands by using social media themselves. By using a brand’s copyrighted artwork and logo, counterfeiters can easily fool many social media users into thinking their account is authentic. They often appear in the comments section of brands’ posts, offering huge deals on products with links to hidden websites selling fakes.
Frustratingly, profiles can be set up in a moment’s notice, so even when accounts are properly taken down, it’s no effort for them to be brought back again right away. This is a trend that can seriously impact a brand’s growth and put its future in jeopardy. So it’s vital that they be detected and removed quickly.

Fakes undermining brand ethics

MOMO’s products are focused on much more than performance and aesthetics. They are used in racing cars – which scream down the tracks at 200 MPH – as well as in cars owned by amateur drivers. It’s no surprise that safety is absolutely paramount.
Counterfeiters do not abide by these regulations. Since their entire operation is illegal, corners are always cut if it can save money on production. The danger of driving with a counterfeited steering wheel can not be ignored – in the worst cases, it could mean the difference between life and death.

The brand protection solution

Before discovering Red Points, MOMO were unaware that a technological solution to their problems existed. Counterfeit products, brand abuse, social media violations, and more all had to be dealt with by in-house staff. Not only is this method mostly ineffective, but it also drags talented employees away from the job they are hired to do.
With Red Points, thousands of listings and profiles that were infringing on MOMO’s IP have been removed from 35 key websites. The value of the counterfeit products taken down is over $400,000, meaning the results that MOMO gets with their brand protection is well worth the investment.

If you have 15 mins, you can see Red Points in action with your brand

Ji Won Bang — Brand Protection Specialist