Yokohama Tires' Targeted Campaign Offers Precision for Everyone

Following a total brand overhaul, the Yokohama Tires team, alongside their partners at Dentsu Creative, developed the new Yokohama 'Made Precisely for You' campaign. Launching this week, the multimedia campaign puts the impressive tires at the centre, and highlights that Yokohama offers high quality tires made precisely for your life and the everyday needs of all Canadians.

In beautiful harmony the strategy informed the creative accentuating the new positioning that Yokohama makes tires specific to the needs of Canadians, allowing the work to gravitate to this idea of Yokohama making tires 'precisely for you'. This idea of personalisation took the team back to childhood road trips, and other car stories that they had lived in their vehicles and needed the reliability of precisely made tires.

Julien Thiry and Michael Aronson, ECD’s, DENTSU CREATIVE, “We set out to truly showcase the tires and what better way, than to focus on the treads and precision movements made possible by Yokohama tires. We also wanted to ensure that the campaign was relatable to the people who buy Yokohama tires so a series of radio and social creative was developed featuring intriguing road stories that all Canadian drivers can relate to.” 

Diana Colosimo, national brand manager at Yokohama Tires, “When you think about all the individual stories on the road, all the reasons to drive, a good set of tires becomes so important; from carpooling your kids to swimming lessons, to road trips with friends, to Uber and taxi drivers, the list goes on. We’re really excited about this campaign because at it’s core it reinforces the importance of Yokohama’s mission – keeping us safe on the road, and why it matters to make tires precisely for the conditions all Canadians confront.”

The campaign hits the market March 20th with a full 360 campaign. Dentsu Creative's TV and OLV campaign demonstrates the performance and precision of Yokohama tires through a stunning artistic display. Revealing that what we think is a drift-for-fun thrill ride, is actually a driver writing the personalised portion of our tag line: made precisely for you. In radio, and other digital assets, the tires are linked to very specific road stories that every Canadian can relate too. In addition, a font using the Yokohama tires tread has been developed to directly target dealers and repeat customers by name, truly underpinning the ‘precisely for you’ messaging.