The Challenge

Understand tyres, connect with a diverse European market and build a brand.

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Insight

An understanding of the various cultural and language differences across Europe was key to the success of this European campaign and the creative solution needed to work across products and media whilst also being able to be easily translated. Engine Creative won a 15-way pan-European pitch (beating esteemed advertising agency Saatchi & Saatchi and 13 notable others in the process) by producing a campaign that highlights the drive, dedication and the great lengths that Toyo Tires go to in producing the best tire.

Output

The advertising campaign shows the tire being tested, manufactured and engineered by a series of intricate and complex machines which highlight the specific product benefits. All individual products and the various test environments were photographed and then modelled in Cinema 4D. This technique allowed the campaign to work seamlessly across media with animated sequences created for television advertising and online content. Engine Creative also worked closely with the Toyo Tires European marketing team to develop an effective media strategy that includes national and trade press, television and POS.
The Payback
  • The campaign has been rolled out to additional European territories to extend the reach of the brand.
  • All multi language asset distribution has been handled by Engine Creative.
  • A B2B campaign has been created to support the consumer activity.
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