AGENCY: & et vous
CLIENT NAME: Bandag
Campaign started: October 1, 2016
Campaign ended: February 28, 2017
Created at: July 26, 2017
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.
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.
Brand awareness : +3pts
Sales : +7%
Website visits : almost 22 000
- Print ads