ADVAN APEX LAUNCH
STRATEGY + CREATIVE + MEDIA + PRODUCTION + SOCIAL + DIGITAL
The ADVAN Apex needed to be an instant hit
When Yokohama Tire developed a tire specifically for North American performance enthusiasts, they understood the importance of marketing it to a very niche audience. So, they called in the troops.
The Approach: Pt. 1
Prime the audience
We needed to spark driving enthusiast’s memories about why ADVAN mattered. Before delving into the actual product launch, we created a six-part social series that revved up old fans while educating the new. Our content pieces reinvigorated excitement around ADVAN’s decades-long legacy of track domination and rich heritage of performance. Interest: piqued.