Yokohama, a leader in tire manufacturing with a focus on delivering a world class product to a dynamic market, was looking for a new brand platform for two of their core product categories: All Terrain Off-Road and Ultra-High Performance Tires. With each category having specific benefits and needs, we stepped in to help put the pedal to the metal. In order to bring the products to light, we developed two campaigns: The Yokohama Effect and Start Here. Each was loaded with materials for digital, web, trade and marketing collateral. The results were impressive campaigns aimed at keeping Yokohama both on and off-road.

Firmly established as a tier-three tire brand, we were challenged to elevate the profile and stature of the Yokohama brand to rival that of the juggernauts in the category–on a shoestring budget.

Getting people to give a damn, let alone talk about tires is no easy task. We set out to establish relevancy with both the enthusiasts as well as general tire buyers to let them know what makes a Yokohama tire so great.

I AM YOKOHAMA

With the launch of a new national campaign called I Am Yokohama, we gave the inanimate object a voice, which was the centerpiece of an integrated campaign that included national television spots, display advertising and a dedicated microsite.

TV SPOTS

DIGITAL

The subsequent re-launch of yokohamatire.com in both the U.S. and Canada gave us another opportunity to cut through the clutter and noise and give the tire-buying audience exactly what they were looking for when they needed it.

CHELSEA FC PARTNERSHIP

Our ongoing digital and social efforts include an integrated partnership and promotions with Chelsea Football Club. The result of these efforts: a 129% increase in followers, 163% increase in impressions and engagement levels that rank Yokohama #1 in the industry.

SOCIAL CAMPAIGN

Agency: Ink
Client: Yokohama
Role: Art Director