When Trelleborg Wheel Systems (TWS) – a leading, global supplier of tires and wheels for agriculture and forestry machines – came to W they had exciting news. It was time to launch a new forestry tire range. By keeping the finest attributes from the existing range and adding award winning innovations from the agriculture tire range TWS wanted this launch to strengthen the Trelleborg positioning as an innovative brand.
We created a concept starting from the forester’s own perspective, to create a strong, emotional connection with the users of the product. We are talking about forestry specialists, extreme professionals who should take special pride in their work. How suitable then that the new Twin Forestry tires range offered tires to be proud to own, proud to use and proud to sell. The strategy was to create a likeability factor – an instinctive response of ‘this is the tire for me’.
The main campaign message – Ride Tall – was developed in three different visual expressions, aiming to build the brand and to launch the new products. The campaign was launched at one of the world’s largest forestry fairs and has since been rolled out in several languages through trade publications and other channels across the globe.
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