Yokohama ‘Shaving Seconds’ Automotive Yokohama Canada
Luxury tire brand, Yokohama, wanted to gain the upper hand in their fight for attention and consideration from driving enthusiasts. Our goal was to drive awareness and make our Japanese brand more culturally relevant for Canadians in a highly competitive market.
Through our research, we found that driving enthusiasts were seriously losing interest in motorsports culture. The conversation was deteriorating along with search and attendance, and this decline was 5 years in the making. Our most valuable piece of information was that almost all the major automotive brands were neglecting their audience. They were constantly fed them highly stylized, polished and superficial car technology content. This inspired us to revive the human connection by putting the spotlight on the people behind the car rather than the car itself.
We focused on the human skill behind racing to create ‘Shaving Seconds’, Yokohama’s first ever socially-led campaign, made of a social documentary, fan experiences, live content and even photographer challenges.
We partnered with an underdog racing team led by a rookie driver who was possessed with unrivalled passion and dedication for his team. Following their journey through the Porsche GT3 Cup Challenge Canada, we captured every success and setback to build a dynamic mix of social experiences that brought our audience together.
DRIVING BRAND LOVE
Yokohama single handedly revived motorsports culture in Canada and changed perception of the brand now seen as an integral part of their community.
Engaging driving enthusiasts
Over 1.8 million fans reached in just one week.
A 417% increase in conversation YoY.