BFGoodrich® sets out to conquer Truckers in Europe!
For its launch on the European trucks & buses market, Michelin asked Publicis LMA to create the communication territory and toolkit to market the brand.
BOLD, FUN, NO-BULLSHIT, TOUGH
Designed by Publicis LMA, BFGoodrich® brand is shaking up the industry codes and the habits of the Michelin group! An assertive tone that marks a turn to be closer to its targets and brings the trucker and road enthusiast community together.
“WE ARE THE REAL ONES”
A creative bias for the communication territory that breaks with the truck manufacturing industry, which showcases and enhances the “Trucker” community and the different types of transportation represented: bus and coach drivers, construction drivers, long distance or last mile.
AN OFFBEAT TONE
FOR THE DEALER TOOLKIT
A toolkit deployed by all the countries and sent to the distribution network for the POS animation.
AND THE SOLUTRANS EVENT
… For France, a launch at Solutrans with a booth highlighting the flagship products