Client

Atturo Tires

Industry

Ask

Brand Awareness

Objective

To create a relatable, engaging brand persona, “Atturo Andy,” who would resonate with consumers in the mid-level, second-tier tire market. The goal was to build brand recognition and foster loyalty through an approachable, knowledgeable tire salesman who could guide consumers toward choosing Atturo for their tire needs. Atturo Tire needed a strong voice in a competitive market, and Atturo Andy, a down-to-earth, non-corporate tire salesman, became the face of the brand.

The Challenge

Atturo Tire faced several challenges in positioning itself within the mid-level tire market:

  • Establishing Trust: As a second-tier tire brand, Atturo needed to build trust with customers who were used to either premium or low-budget options.
  • Personality Over Corporate Speak: Consumers often perceive tire shopping as a technical and impersonal experience. Atturo wanted to break through with a friendly, knowledgeable voice that could demystify the buying process.
  • Differentiation in a Crowded Market: The mid-tier market is packed with options, making it essential for Atturo to stand out with a relatable, engaging personality.

After achieving significant success in the light truck and SUV segment, one of Atturo’s ongoing challenges was getting dealers to recognize the brand’s full potential beyond that market. Atturo’s product catalog had expanded to cover a broader range of vehicles, with new tire sizes and product lines that have become a key source of growth for the brand. Dealers who embraced Atturo’s full product range—including passenger, CUV, trailer, LMD, powersports, UHP, and of course light truck (LT) tires—found success in having a tire to offer customers from a brand they already knew and trusted. Atturo Andy’s message was simple: Dealers should explore the full range of Atturo products to meet the needs of more customers and build on the trust they already had with the brand.

The Strategy

Brand Persona Creation: Atturo Andy

TMV Group developed Atturo Andy, a knowledgeable and approachable tire salesman who takes the confusion out of buying tires.

  • Persona Development: Andy is presented as the tire salesman you can trust. He’s not pushy, just a down-to-earth guy who knows everything there is to know about tires. Andy speaks in plain terms, making sure customers feel informed and confident about their purchase.
  • Brand Messaging: Andy communicates that Atturo tires offer great value without the high-end price. He’s friendly and approachable, offering expert advice in a no-pressure environment, ensuring customers feel supported rather than sold to. Andy emphasizes the importance of looking at Atturo’s full product catalog, not just focusing on the light truck and SUV segments.

Campaign Development

With Atturo Andy as the central figure, TMV Group developed a multi-channel campaign designed to build nationwide visibility and trust:

  • National TV Spots: Atturo Andy appeared in several national TV commercials, demonstrating his approachable, down-to-earth nature while explaining the benefits of Atturo tires. The ads highlighted the expanded product range, encouraging dealers and customers alike to explore beyond the light truck and SUV categories and consider the full offering, from passenger to trailer and UHP tires.
  • Outdoor Advertising: TMV Group crafted outdoor ads that were rolled out in key national markets to reach a broader audience. The messaging focused on a fun and creative demeanor, with a special emphasis on promoting the full catalog of Atturo’s tire range.
  • Sports Sponsorships: The outdoor messaging became a presence in the world of sports, with the brand sponsoring
    national events, including the Chicago Cubs.

The Results

Set to premiere during the first three weeks of March 2024, with an impressive 100 spots and an estimated 17 million impressions, the Atturo Andy TV commercials will be airing on top networks including ESPN, Fox Sports, Motor Trend, and more. Keep an eye out for Atturo Andy as we bring our message of reliability and excellence to screens across the nation!

Want to create a brand persona that connects with your audience and builds trust?

TMV Group can help you create engaging, relatable personalities that drive results. Contact us today to start your project.