With its roots originally in the tyre industry, Al Dobowi Group's focus is now more broadly on the concept of 'Motion'. Proctor & Stevenson were asked to help them in the development of advertising concepts for 3 of the distinct tyre brands that the Group currently markets in Europe. Our task was to identify and bring to life the attributes associated with these three brands and create press ads and posters for each of them.
The Proctors response
Once the creative direction of each campaign had been established through scamp visualization, we went on to the challenge of producing high quality advertising within strict budgets and timescales, whilst also creating a road map for future ad development in three clearly consistent brand families.
There is a distinct division in the quality and production values in tyre advertising, often typified by the first class creative and high production values from the better known global brands, but a much lower standard amongst a great many of the other brands.
Al Dobowi were keen not to fall into the second camp but were very conscious of overal budgets and the cost effectiveness of the campaigns. We were therefore keen to make the most of a our opportunity in the studio to achieve the highest quality product photography that we could.
All of the concepts relied on photo-manipulation to one extent or another, this was undertaken in-house in order to achieve the best quality within the budget.
Finally a series of translation services were required and ongoing artwork re-formatting for different publications built into the tight delivery schedule.
These concepts also lent themselves to other applications such as web banners, posters, DM etc.
It is too early to provide any tangible recall or lead generation data for these campaigns, but we and the client are certainly pleased with what became a very strong group of ads, forming the basis of three campaigns to be executed over at least one year. The variety of different concepts executed at the outset means that we are now well into the seco year, contributing very significantly to the market awareness of Al Dobowi’s three European product brands.