The European subsidiary of the Alliance Tire Group (ATG) used the 2016 edition of the renowned Reifen show which was held in Essen to launch the first phase of its new advertising campaign for Europe. The new advertisement was officially presented to members of the media at the Reifen show.
ATG will use the campaign mainly to showcase its range for agricultural tire segment and the Galaxy brand for vehicles in the construction and industrial sectors. The ad aims to connect directly with farmers by emphasizing key aspects of a farmer’s life and personality like tirelessness, modesty, vulnerability and toughness.
“Farmers do extraordinary things, every single day, no matter the weather, no matter the conditions: they never stop” said Ole Baek, head of marketing at ATG “They truly inspired the new campaign: we want they know that ATG is at their side, working on daily basis to do extraordinary tires and achieving together extraordinary results”.
The campaign features three different kinds of European farmers in addition to emphasizing their sense of community, their uniqueness and their way of thinking.
According to Peter Baur, ATG EU president commented, ATG wanted to stand out through this campaign and promote awareness for ATG brands in Europe in an unconventional manner, while establishing an emotional connection with its audience. The company felt that it was high time to honor farmers’ professional pride and to talk their language instead of using technical language. The new ATG campaign will runs in major European agriculture and tire-related publications starting from this month onwards.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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