An OOH media campaign was launched by JK Tyre and Industries and Road Ads with an objective to launch the new Commercial Vehicle (CV) Truck Tyre variants of JK Tyres and maximize the brand’s visibility across the CV market in India.
During this month-long OOH media campaign, the truck billboards travelled across national and state highways, covering and impacting major transport hubs, tyre dealers, CV owners, truck drivers and en route travellers. All of these mobile billboards were continuously tracked through Global Positioning Systems providing live and accurate data on distances/kms covered, route/area coverages, and running-time durations and so on.
“It is unlikely that customers will buy any product that they have never seen or heard about before. It takes a lot to convert a potential buyer to an actual one and the imperative for every brand is to make its customers familiar with its products and inform them about the distinctive qualities therein. It is becoming increasingly important for brands to garner visibility in order to grow their customer base. Taking this philosophy ahead, JK Tyre initiated a unique brand visibility exercise by deploying several branded trucks in different parts of the country to showcase its offerings in the premium segment including Jet R MILES, XLM, JDE++ and JUH5. The campaign ran across all the important locations nationwide such as Mumbai, Chandigarh, Kolkata, Ahmedabad, Bhopal, Gurugram, Pune and Kanpur and was well received by the customers. This drive successfully communicated value offering by JK Premium Tyres” – Gogi Kapur, Head - Marketing at JK Tyre & Industries.
‘’The strategy was to focus on creating maximum brand visibility and to reach out to direct customers and retailers of JK Tyres. Our branded vehicles not only cover all national and state highways in India but also connect with some of the most important and busiest transport hubs present across our nation. Furthermore, our vast on-ground team presence combined with trained vehicle drivers played a vital role to engage with potential JK Tyre customers present across various locations, thus taking the brand directly to where the action was’’ – Abhishek Panveli, CEO, RoadAds