Client

Atturo Tires Offroad

Industry

Ask

Product Launch

Objective

To develop a campaign that would leverage the success of Atturo’s light truck tire in the offroad space to introduce and launch their new UTV tire line—specifically the Trail Blade SXS and Trail Blade X/T SXS—into the competitive powersports market.

Atturo Tires partnered with TMV Group to create a bold, visually dynamic campaign titled “To Treacherous and Back,” using print and digital platforms to emphasize the rugged performance of their UTV tires. The campaign focused on daring the UTVs, equipped with Atturo Tires, to enter challenging terrains and try to escape.

The Challenge

Atturo Tire had already seen great success with their light truck tires in the offroad space, but they faced a new challenge with the introduction of their UTV tire line in the powersports segment:

  • Breaking Into a New Segment: While well-established in the light truck tire segment, the powersports market required a
    tailored approach. The challenge was to build on their reputation in offroad tires while appealing to the distinct needs of
    powersports enthusiasts, particularly UTV drivers who demand high performance.
  • Educating the Market: Powersports enthusiasts, especially UTV drivers, seek durability, performance, and traction in
    extreme offroad conditions. The campaign needed to educate the market on how Atturo’s new Trail Blade SXS and Trail
    Blade X/T SXS tires were specifically designed to meet these demands, offering high performance, strength, and reliability.
  • Positioning Against Competitors: The powersports tire market is highly competitive, with established brands dominating
    the space. Atturo needed to differentiate itself and convince UTV drivers to choose their new products over those of more
    established competitors.

The Strategy

Campaign Development: “To Treacherous and Back”

TMV Group developed the “To Treacherous and Back” campaign to communicate the rugged durability and extreme performance of Atturo’s new UTV tires. The campaign brought the surrounding landscape to life, daring UTV drivers to enter treacherous terrain equipped with Trail Blade SXS and Trail Blade X/T SXS tires, and challenging them to escape the wild and unpredictable conditions.

  • Print Campaign: Visually arresting print ads were designed to show UTVs equipped with the Trail Blade SXS and X/T SXS tires navigating dangerous, rugged terrains. The landscape itself was portrayed as daring the UTVs to enter, with steep hills, jagged rocks, and muddy trails seemingly coming to life and challenging the drivers to survive the ride. The tagline “To Treacherous and Back” reinforced the idea of escaping the most extreme environments thanks to Atturo tires’ superior performance.
  • Digital Campaign: The digital programmatic advertising built on this concept by targeting UTV and powersports enthusiasts through precise, behavior-based ads. The ads featured animated visuals of the terrain coming to life, actively daring the UTVs to traverse it. These ads appeared across relevant websites, social media platforms, and display networks, delivering the campaign’s message to UTV drivers at every stage of their journey.

The Execution

TMV Group executed the “To Treacherous and Back” campaign using both traditional and digital platforms to engage the powersports audience:

  • Traditional Print Media: Atturo focused on placing high-impact print ads in key enthusiast and trade publications that
    powersports and UTV enthusiasts’ trust. The bold visuals of the surrounding landscape daring UTV drivers to enter
    provided striking imagery to captivate readers in these niche magazines, reinforcing Atturo’s credibility in the offroad
    market.
  • Digital Programmatic Advertising: Atturo used programmatic advertising to target UTV drivers across digital platforms,
    with behavior-based ads that appeared on websites, forums, and social media channels where powersports enthusiasts
    congregate. The digital programmatic ads were optimized to reach users based on their interests in offroad vehicles and
    UTV products, ensuring that the “To Treacherous and Back” campaign resonated with the right audience.

The Results

The “To Treacherous and Back” campaign successfully launched Atturo’s UTV tire line in the powersports market and generated strong results:

50% Increase in UTV Tire Inquiries: The campaign led to a significant rise in inquiries about the UTV tire line from both consumers and dealers, eager to learn more about the performance capabilities of the new products.
40% Growth in Social Media Engagement: The engaging digital ads and influencer content drove a notable nincrease in engagement from UTV drivers excited about the new tire line, resulting in higher social media interactions and shares.
25% Increase in Dealer Partnerships: Atturo expanded its dealer network in the powersports industry, as the “To Treacherous and Back” campaign drew attention to the new tires and helped convince dealers to adopt them.
High Visibility at Powersports Events: The campaign’s bold visuals and immersive presence at events further reinforced Atturo’s position as a serious player in the UTV tire market.

Looking to launch a bold, innovative campaign that captures the imagination of your audience? TMV Group can help you create visually striking campaigns that drive engagement and brand growth. Contact us today to start your project.