Leveraging its three-year, high profile partnership with the Manchester United Football Club in India and the United Kingdom, Apollo Tyres Ltd. has launched a broad corporate advertising campaign.
Using television, cinema, print, digital and outdoor mediums, the tire company will focus on the "shared values" of Apollo and Manchester United, about "going the distance to achieve the best." The campaign, conceptualized and created by The Brooklyn Brothers, is being launched in India and the UK.
"This is one more step towards our journey of making Apollo a globally recognized brand," says Marco Paracciani, chief marketing officer for Apollo. "There are no shortcuts to achieve that goal as there are none to achieve great performance, be it on the road, on a sports pitch, at work or in life in general.
"Manchester United shares the same view; hence we believe we have a very genuine and unique proposition that will resonate strongly with our customers and target audiences.”
The television commercial for the campaign is based on a simple but powerful message of the effort, determination and skill required to reach your goal, and that there are no shortcuts to achieving your full potential.
To see the commercial, click on this Youtube link.
The print campaign illustrates the performance, safety, control and endurance requirements on the football (soccer in the United States) field for players and on the tarmac for the tires. Link here to download the storyboard.
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.