Date: 7 months ago   Category: Auto

Advertizing of winter tires Yokohama got in Top-10 of the most popular videos of YouTube


The advertizing video "Case on the Road" of the Yokohama Russia company devoted to new winter bonus tires iceGuard iG65, iceGuard iG60 and iceGuard G075 was included into ten the most popular on the Russian YouTube following the results of September, 2018, having collected more than two million viewings.

for the Japanese tire brand worked On creation and advance of advertizing campaign team of the Russian agency One Two Digital for which the Yokohama company set the task: to shoot a virus video for advance of three models of new winter tires. So there was a video narrating about the female driver which is not frightened by twisting snow-covered roads as her car is equipped with winter tires Yokohama. And as the Yokohama company has the Japanese roots, the One Two Digital agency decided to use cultural features of the Land of the rising sun in advertizing campaign, and in a roller there was a Samurai who by the force helped the heroine to stop in time.

"Creating the scenario, we thought of a standard situation on the road, - the co-founder of the One Two Digital agency Igor Davydov tells. - The heroine in an image of the woman aged came at once to our mind. It appears at the viewer in an image of the well-groomed lady who surely drives the car and is not afraid even of the most snow-covered sections of the road. In a roller we place emphasis on a product - we show that tires possess good coupling on the difficult section of the road". According to the co-founder of the agency of Stella Kotova, in the majority of frames the stuntman acted, but the actress Lyudmila Kudrina who perfectly coped with a role played in a final scene with sharp braking and was not nervous.

the Project prepared within three months. Authors of a virus roller discussed each shot with Yokohama. "Time was thoughtful to choose the announcer, sound design - all of us made in advance, - Stella Kotova tells. - The release of a roller was planned only in September, to start of sales of winter tires".

Advance of a roller on all channels and in social networks started on September 24, 2018 - later half a year after its creation. Also within the advertizing campaign of winter tires Yokohama the special project "Wisdom in style of a hokku" - промосайт on which users can share the road wisdom was started, and it will be presented in the Japanese style - against the background of the Samurai or mountains. "We showed a story in a roller. We assume that each driver has the which he can share, - Igor Davydov comments. - The website goes in addition to a roller - such involving part to all communication. On the website already more than 200 "mudrost in style of a hokku".

"At the end of 2017 we made the decision to promote our brand taking into account modern realities - on YouTube channel, new to us, and on social networks, - the sales and marketing director of Yokohama Alexander Kulichenko says. - We formulated a task - to create the commercial which will not be banal will draw attention of the end user and if does not promote the immediate growth of sales, then as ми

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