Asia represents a large untapped market for the firm, which is targeting to become a top five global brand in the next decade. The region currently provides five per cent of turnover, making it a "relatively small" revenue contributor to the company's worldwide sales, according to Elaine Tay, BFGoodrich's brand manager in Asia-Pacific. The stepped-up push into Asia comes with BFGoodrich having established its business in the US since 1870 and, more recenty Europe. The Asia campaign, entitled 'Got what it takes' and produced by DDB Melbourne, targets the young and daring male aged 20-34 who sees driving as an adventure.
"The regional marketing campaign's objective is to communicate the essence of the brand - authenticity, intensity, creativity and audacity - so as to establish it as the lifestyle choice of tires for younger motoring enthusiasts," Tay said. The TVCs were created with the concept of giving adventurous drivers the freedom to test the limits over rough terrain while maintaining control of their driving experience.