YOKOHAMA TIRE: PIT LIFE 2022
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Yokohama Tire
Charts+Darts
Louise Baker Lee
Drive Studios
Steven Stone
Aaron Sauceda
Jimmy Brown
Robin Spears
Olio Creative
Dave Checel
If you drive, you need tires. But how and why we buy changes dramatically for each of us.
We identified three highly unique buying audiences that Yokohama Tire needed to reach: The Culture Seeker, The Outdoor Adventurer, and The Sensible Driver. Then we set out to make something specifically for each of them.
Our client wanted three unique spots. Our production budget gave us one day to capture them all.
01. THE CHALLENGE
THE CULTURE SEEKER: Those who see their vehicle and tire as a statement.
THE OUTDOOR ADVENTURER: Those who see their vehicle as a tool to explore.
THE SENSIBLE DRIVER: Those who choose a vehicle based on value.
02. THE APPROACH
We wrote three distinct :15s around one consistent idea: None of us are tire enthusiasts, but we're all life enthusiasts. Wherever life takes us, Yokohama is there to keep us focused on our adventures, not our tires.
Each persona was given its own story, vehicle, environment, and product, but we designed them from step one to work together, allowing three hyper-targeted :15s to become one cohesive :30s halo spot.
One shoot day, four deliverables, and a media strategy that put the right story in front of the right driver.
Three audiences reached, three stories told, one very busy Pit Crew, and a campaign that's proven so successful that it's remained in rotation for over four years as of this writing.
