Yokohama Tire Corp. (YTC) announced it has unveiled “I Am Yokohama,” a new TV advertising campaign aimed at further strengthening the tire maker’s relationship with enthusiasts while expanding its message to appeal to a wider adult audience.
According to Andrew Briggs, YTC director, marketing and product planning, the campaign takes a fresh approach by putting all of the focus on the tire and celebrating the many things a tire is to a driver.
The campaign includes two commercials which use computer-generated imagery to highlight various elements of tire components and design, a microsite (www.iamyokohama.com) and several touch points, including print, online and social media.
“We feel that this campaign separates us from the masses,” said Briggs. “We wanted to get people to see tires and the technology that goes into them in a completely different way, so the campaign tells everything from the tire’s perspective.”
“The Co-Pilot,” the first of two commercials, has already begun airing nationally on network and cable TV. It can be viewed at www.youtube.com/YokohamaMotorsports.
The “I Am Yokohama” television commercial and microsite were created by YTC’s digital agency of record, Irvine, California-based INK.
“We adopted a visual approach to validate Yokohama’s technology positioning,” said Todd Henderson, INK president and co-founder. “We used CGI to dramatize the experience of a Yokohama tire coming to life. Real-world inspiration was used for the tires, including a complex modeling process that allowed us to create photo-realistic tires electronically.”
Yokohama will continue to roll out “I Am Yokohama” campaign elements throughout the year, said Alan Holtschneider, YTC senior manager, marketing communications. “This is our most aggressive branding campaign to date. It is much bolder, more direct in delivering our technology-focused message to enthusiasts and new audiences alike, and will have a wide-reaching run schedule across the country.”
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.