BFGoodrich’s launch of its new national advertising campaign comes with a perplexing question being posed: What do a pneumatic wrench, a window washer and a tree frog have in common?
While the company hopes the marketing effort will have motorists “jumping” into tire dealer showrooms to purchase a new set of tires, that’s not the main reason for showcasing a tree frog. Instead, the firm is focusing on the characteristics of the amphibian to illustrate the grip of its tires.
Other animal metaphors throughout the campaign will bring the company’s message home, according to marketing communications manager Tom Jupena, “enabling consumers to understand just how easy it is to bolt on grip, acceleration and toughness to their vehicles.”
This national broadcast, print and online advertising program heralds a new approach, providing people with a series of unconventional and obviously fictitious situations to help clearly visualize the key benefits of the company’s tires.
“Although not all consumers aspire to be race car drivers, rally pros or drifting champions, they can get a more exhilarating driving experience by owning tires with the same attributes of those used by these driving experts,” says Jupena.
Among the records and accolades touted in the advertising are:
• Grip: The first street tire to pull a 1g turn
• Acceleration: The first street tire to run a sub-eight second quarter mile
• Toughness: 20 straight SCORE Baja 1000 victories
While the animal kingdom captured the spotlight for this particular campaign, it was supported by two stars in the automotive world, Jupena reports. Both are members of the TeamBFG program, a diverse coalition of auto enthusiasts who share the tire maker’s passion for motorsports. Two-time Formula Drift champion Samuel Hubinette did the stunt driving for the spots and Rally pro Lars Wolfe provided technical and special counsel.
The vehicles featured in the ads include a Ford Mustang GT with g-Force Super Sport A/S tires and a Mitsubishi Lancer Evolution with g-Force Super Sport A/S tires.
The Martin Agency of Richmond, Va. collaborated with Goodrich personnel to design the ads.
Online and television spots featuring the tree frog metaphor launched on July 14, being introduced via Facebook and YouTube.
Print versions of the tree frog will begin appearing in September editions of the various publications.
The Cheetah and “toughness” print ads will get rotated in later in the year. Dealers are also obtaining support for the campaign with point-of-sale and advertising materials designed to extend and enhance their own local marketing plans.
Elements can be viewed at http://www.youtube.com/bfgoodrich#p/a/u/1/5aRHJIMVKDg and http://www.youtube.com/bfgoodrich#p/a/u/0/1dBQtu9EEbw.
For more information, visit www.bfgoodrichtires.com.
