MATT CARTER’S DRIVE FOR INDUSTRY LEADERSHIP

Narrative, Brand, Creative, Video, Storytelling, Media

Background

Carter's Tyre Service, a leading tyre service provider in New Zealand, faced a significant challenge: despite being the biggest commercial tyre fitter in the country, they struggled to win big contracts due to a perception gap among potential clients. They were not seen as a major player against international brands. Additionally, Carter's Tyre Service sought to promote their innovative tyre "pull point" prediction software, a first in the world.

Objective

The primary objective was to reposition Carter's Tyre Service in the market, establishing them as a formidable competitor against international brands and reinforcing their status as New Zealand's largest commercial tyre fitter. The goal was to create a brand identity that communicated trust, authenticity, and technological innovation.

TVC

Strategy

To address the brief by Matt Carter, a comprehensive rebranding strategy was developed. The essence of the new brand was encapsulated in the slogan "Tread True", emphasising reliability, honesty, and a deep connection with customers and the country. This message was to resonate not just externally with customers, but internally within the company, reinforcing a culture of truth and transparency at all levels.

Deliverables

1. Brand Essence: "Tread True" - a statement of trust, authenticity, and commitment to quality service.

2. Brand Guidelines: Comprehensive guidelines to ensure consistency in brand representation across all platforms and materials.

3. Videos & Still Photography: Visually compelling content that showcases the essence of the brand and its services.

4. Website: A redesigned website reflecting the new brand identity, user-friendly and informative, emphasizing the company's market leadership and technological innovation.

5. Banners & Copy: Engaging promotional materials and compelling copy that aligns with the brand's message and values.

6. MARCOMMS Plan: A strategic marketing communications plan to effectively disseminate the brand message across various channels.

7. Campaign Concept: Developed from the brand positioning, aimed at reinforcing Carter's Tyre Service's market presence and technological edge.

8. Assets Creation: Tailored assets for different channels, ensuring a unified and impactful brand presence.

Recruitment Videos

Results

The rebranding effort significantly transformed Carter's Tyre Service's market perception. The "Tread True" essence resonated with both existing and potential clients, reinforcing the brand's commitment to honesty, quality, and innovation. The comprehensive approach, from the website revamp to the engaging visual content and strategic marketing communications, effectively showcased Carter's Tyre Service as a major player in the tyre service industry. The promotion of the tyre "pull point" prediction software further emphasized the company's commitment to technological advancement and customer service.

Conclusion

The rebranding of Carter's Tyre Service to "Tread True" successfully repositioned the company in the New Zealand market. It not only reinforced their status as the largest commercial tyre fitter but also effectively communicated their values of honesty, transparency, and technological innovation. This strategic brand overhaul played a crucial role in enabling Carter's Tyre Service to compete effectively against international brands and win larger contracts.

LEADERSHIP IS ABOUT DRIVING CHANGE . LET’S SHAPE YOUR BRAND AND LEAD THE NARRATIVE. GET IN TOUCH.

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