Falken takes UK tyre advertising straight to the road
Using digital motorway screens, Falken brings its brand directly to customers, harnessing innovative new advertising frontiers for the UK tyre industry.
Offenbach, March 27th 2013. Falken tyres will be the first tyre company to explore the advertising potential of two digital screens on the M5 and M6 motorways. The adverts will be used to strategically reach out to motorists, especially those making Easter holiday journeys.
The boards display adverts on both their North and South sides, rotating a 15 second Falken advert every minute for 24 hours a day. The adverts will be displayed for 14 days which will result in a total of 40,320 Falken adverts being projected to passing motorists.
“Falken is very keen to harness fresh advertising techniques to deliver brand awareness directly to our customers,” says Matt Smith, Falken’s UK and Ireland Director. “Motorway advertising will allow Falken to engage with motorists who could be considering replacement tyres or have concerns about tyre wear and find the solution directly ahead. As this form of advertising is a first in the tyre industry; we are excited to see what reaction and results it will deliver.”
Falken has also been utilising advertising at high profile sporting events such as the RBS Six Nations. At February’s Scotland v Italy match at Murrayfield, the company used electronic touchline signage to bring the Falken brand to spectators both in the stadium and those watching the match on televisions or online. Smith adds, “Falken has successfully used advertising and sponsorship at sporting events; the motorway advertising marks a clear objective to further diversify our brand awareness techniques beyond traditional print and broadcast media to better communicate the features, value and quality of our tyres to motorists across the UK.”
Nick Bailey, Propel Technology, Bloxham Mill, Barford Road, Bloxham, Banbury, Oxfordshire, UK, OX15 4FF. 44 (0)1295 724130 / 44 (0) 7813 956664
About FALKEN Tyres Europe:
The technology and development of Falken High Performance Tyres and their driving characteristics have for many years been derived from motorsport, most recently its participation in the American Le Mans Series and Nürburgring 24 Hours. Tyre technologies developed on track are often transferred to the road, offering improvements in wet and dry grip, efficiency, feeling and control.
Falken is a brand of Sumitomo Rubber Industries Japan, with European headquarters in Frankfurt. In Europe, Falken has aggressively expanded its product range, launching new products in new sectors and niches across Europe. Falken’s current products range from the track-inspired AZENIS series including the latest FK453 flagship through to the efficient and innovative ZE914 and the rugged all-terrain WildPeak A/T and cold weather EUROWINTER HS449.