Atturo

Social Strategy Designed to Get Traction

The challenge

When aftermarket tire manufacturer Atturo broke onto the scene in 2009 as the anti-corporate tire alternative for the light truck, SUV and crossover audience, it knew making headway in a busy market could be challenging. Despite the potentially rough road ahead, Atturo pushed through by establishing itself as a high-performance player without the high-performance price.

To expand its market share, though, Atturo would need to differentiate itself beyond price to compete as a premier brand for those who value performance. That’s where Plan B came in.

The insight

Because the relatively young company enjoyed limited brand awareness, standing out in the crowd would be important, so we knew our creative approaches would need to be louder and more aggressive. Our team’s initial concept exploration yielded 10 campaign-able directions, each one intended to be uniquely bold and edgy to both get attention and reflect the lifestyle and cultural sensibilities of the consumer audience.

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The solution

Our enthusiastic clients had difficulty narrowing down the set, but ultimately arrived at the category-bucking creative you see here. And print advertising is just the beginning; we have extended the campaign’s look, tone, and feel to their sales collateral, social media initiatives, dealer/distributor communications and event marketing.