Description
AGENCY: & et vous
CLIENT NAME: Bandag
Campaign started: October 1, 2016
Campaign ended: February 28, 2017
Created at: July 26, 2017
BRIEF
Bandag is the historical and international leader of the retread market for heavy trucks. This is a reality except for France where the historical leader Michelin holds 80% of market shares.
As the international leader, the brand couldn’t let France apart and decided to reboost the brand image to earn users.
STRATEGY:
To reboost the brand image, it was first about repositioning it. How ? By capitalizing on its partnership with the famous tire brand Bridgestone and by making it a real alternative VS. Michelin : “Bandag, l’autre idée du rechapage par Bridgestone” (Bandag, the other way to retread by Bridgestone).
Then it was about giving sense to this positioning by delivering a concrete benefit. And when two leaders are associated, the benefit is multiplied : 1+1=3.
For users, their performances are then multiplied.
To illustrate this concrete benefit, an evocative parallel with the bodybuilding sport has been chosen : “Musclez vos performances, gonflez votre rentabilité.” (“Beef your performances, bloat your profitability.”)
A dedicated website has been developed, a media plan in specialized magazines, display banners and POS material have been deployed.
RESULTS:
Brand awareness : +3pts
Sales : +7%
Website visits : almost 22 000
CAMPAIGN ELEMENTS:
- Print ads
- Display
- Website
- POS
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