The advertising award category is always one of the highlights of the TAFF Awards and the 2011 finalists are all strong contenders.
Continental took the honours in 2010 and 2009 and have made it into the final five again this year along with Hankook, Michelin, Pirelli and newcomer Infinity Tyres Europe.
The ‘Industry Advertising Campaign Award, sponsored by Tyres and Accessories magazine, has always showcased a series of creative and effective advertising campaigns, across a variety of media.
Here is a synopsis of the finalists entries:
Continental Tyre Group: Conti4x4Trophy
The Conti4x4Trophy has been one of the biggest promotions staged by Continental, where consumers competed to win the trip of a lifetime in Morocco driving Hummers through the Atlas Mountains and Sahara Desert.
Hankook Tyre UK: Be One With It
Hankook are delighted to have also been nominated for the 2011 TAFF Awards for the ‘Industry Advertising Campaign Award’. Earlier this year saw the launch of Hankook’s new global advertising campaign ‘Be One with It’. This formed part of the brand’s strategy to become one of the world’s top premium tyre makers.
The campaign focuses on the driver’s feeling of ‘being one’ with the tyre and the road. Extreme sports such as ‘base jumping’ with specially designed wing suits are utilised to present the theme. The message that confidence in equipment brings out the best performance in sports is consistent with Hankook’s assurance in its tyres enabling the best possible driving experience.
Tony Lee, managing director of Hankook UK said “We are thrilled to have been nominated for the ‘Industry Advertising Campaign Award’ as we endeavour to further enhance the dynamic Hankook brand. The success of our ‘Be One with It’ campaign is further acknowledged with the association to the TAFF Awards which we are excited to be part of for both highly commendable categories.”
Michelin Tyre Plc
Michelin’s UK advertising campaign is being deployed across a wide range of multi media platforms. These include television, consumer and trade magazines, national newspapers, posters in motorway service stations, web advertising and substantial POS coverage. Computer animation and imaging has made the Michelin Man even more visible and is greatly improving recall of Michelin’s messages.
The main brand message has been ‘the right tyre changes everything’. Following on from last year’s themes of fuel saving and safety, the third phase of the campaign in 2011 is longevity.
Since the 1950s, when Pirelli’s adverts first featured the world’s most successful racing driver – Juan Manuel Fangio – to promote its Stelvio tyres, the Italian company has been well known for its innovative and stylish advertising campaigns. These ads perfectly reflect Pirelli’s traditional brand values of sophistication, elegance and technology.
Times have changed but Pirelli’s message has remained the same, with the slogan ‘power is nothing without control’ becoming an industry standard, personified by sprinter Carl Lewis on the starting blocks for a race – wearing stiletto heels.
Infinity Tyres Europe Ltd
Here’s how Infinity Tyres Europe general manager, Jorge Crespo, summed up the company’s recent advertising campaign: “We wanted the tyre to be the main character of the show, as opposed to most tyre adverts and campaigns where tyres are not protagonists (usually you show pictures of nice cars, models or kids to try and awake emotional engagement)…we defined the personality of the Infinity brand to be fresh, young, dynamic, technically advanced and forward looking.
“Because everybody was doing the adverts on physical photos of the tyres, we decided to x-ray all our different tyres, reinforcing the patterns’ cosmetic appearance, playing with our corporate identity colour (the blue) and the company DNA.”
Denna Bowman, Head Office