MURALI MURTHY

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Westlake Tires

When assurance meets affordable

Brand

Westlake Tires manufactures and sells a full line of quality tires for North American, Europe, Asia, Australia, and African markets. In Canada, Westlake Tires are being sold for 26 years and are drivers’ choice for best quality, affordable tires. Westlake has earned several awards, including recognition from the US Department of Transportation (DOT) and the Economic Commission of Europe (ECE).

Driven by a philosophy of “innovation, the pursuit of perfection & a win-win approach”, Westlake Tires continues to make great strides in the production of environment-friendly tires. It constantly works with its global distributors to constantly improve and expand its line of top quality, affordable tires.

Strategy

We were tasked to build awareness and equity for the Westlake brand. Brand discovery revealed that the tires pass the very quality tests that the top-ranked tires do. However, Westlake was perceived as lower in quality than the others. We ascertained that the target audience looks for safety, endurance and reasonable price when buying tires. We positioned Westlake as premium quality, better value tires with a series of Ads leveraging emotional triggers.

Outcome

Success in the tire industry as in most others is beyond transactions; it’s about agility, and seizing opportunities to create win-win situations. We kept this mind and ran a comprehensive communication campaign on digital and social media, Print Radio and YouTube. The campaign was run in English and French.

We also worked with an auto journalist and a professional race car driver for independent reviews of Westlake tires and test it head-on with an established tire brand. The videos released on YouTube were received well on YouTube. All this helped in increasing sales and positioning Westlake as the high-quality, affordable brand for the masses.

Highlights

  • Massive Media Attention
  • Thousands of New Customers
  • Low Paid Search Advertising Spend
  • Brand Exposure Across Canada

Scope of Project

  • Brand Strategy
  • Messaging
  • Web Design and Development
  • Digital and Printed Marketing Assets
  • Marketing Brochure
  • SEO Strategy

Video:

https://www.youtube.com/watch?v=R8WyWfgoJG4&t=168s

https://www.youtube.com/watch?v=wTvozKJuL4E&t=137s

Website:

Westlaketire.ca