THE NEVER ENDING ADVENTUROUS TYRE

TitleTHE NEVER ENDING ADVENTUROUS TYRE
ClientK.C. WHEEL & TYRE CO.
Product / ServicePRADA 4X4
CategoryA07. Point of Sale
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertising Agency THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Brief Explanation

There are numbers of competitor in the market and every brand is communicating the same thing about the durability performance that's 4X4 drivers' need for their tough trip. The question is how can we introduce the new Prada 4X4 series in the most outstanding way.

The Brief

KC Wheel & Tyre is a well-known brand among 4X4 drivers in Thailand, both the affordable price and the great durability of the tyre. These are two key making decisions for drivers to pick their tires before going out for an adventure. At the beginning of 2013, the brand wanted to introduce the new Prada 4X4 series which has improved the durability performance specifically for adventure.

How the final design was conceived

To illustrate durability of the Prada 4X4 series, we hand-carved tyre features an illustration of an adventure that never ends which together installed inside a tyre display. The illustration on the tyre reflects what the brand can offer for making every adventure trips last long with just one really durable tyre.

Indication of how successful the outcome was in the market

The Never Ending Adventure Tyre created a lot of word of mouth among the 4x4 drivers about the new Prada 4X4 series. The tyre display which located in many leading tyre shops invited a lot of new customer to ask for this particular tyre series, which helped grow brand calling for more than 18% and led the brand becoming top of mind in durability.

Credits

Name Company Position
Visionary Illustrator
Thawisawakorn Seangkaharat The Leo Burnett Group Thailand Agency Producer
Chanwit Nimcharoen The Leo Burnett Group Thailand Agency Producer
Sipparee Mongkolsri The Leo Burnett Group Thailand Client Service
Puttipong Pattanapongsagorn The Leo Burnett Group Thailand Copywriter
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Art Director
Park Wannasiri The Leo Burnett Group Thailand Art Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Deputy Executive Creative Director
Keeratie Chaimoungkalo The Leo Burnett Group Thailand Executive Creative Director
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer