To develop the brand into a household name, both in its home Chinese market and abroad.
Chaoyang Tire, a subsidiary company of Hangzhou Zhongce Rubber, the largest tire production company in China, aims to first break the grip that international tire brands have on top end of the Chinese passenger car tire market. Chaoyang Tire, which is over 50 years old, is best known for truck tires, but in recent years has turned its attention to the passenger car tire market. The company has built a strong presence in the market, but wants to raise its brand profile and tackle the upper end. JWT will help create in the market, but wants to raise its brand profile and tackle the upper end. JWT will help create a long-term, five year brand development plan, and also create integrated campaigns that will for, for the first time in Chaoyang’s history, will leverage new media, along with print, TV and radio.
JWT Shanghai has a strong base of local Chinese clients, including Yili, technology firm INESA, fashion brand Lily, who are working with the agency to develop and strengthen their brands, which was important factor for Chaoyang. JWT Shanghai’s strong digital offering also played a role in Chaoyong’s decision. JWT Shanghai has helped major brands, including Starbucks, Sofy, HSBC, connect with Chinese consumers through digital campaigns.
“Hangzhou Zhongce Rubber, which ranked among the world’s top 10 tire manufacturers in 2012, has a position of strength in terms of technology, productive forces and marketing. We will make good use of our expertise in building Chinese brands to help Chaoyang Tire break the dominant position of international tire brands in China,” said Eric Lee, Managing Director of JWT Shanghai.
“This is the Year of Branding for Chaoyang. Our focus for 2013 will be squarely on building our brand. We chose JWT for its experience in managing brands and the agency’s expertise in creating innovative, integrated campaigns,” said Mr. Ge Guorong, VP of Hangzhou Zhongce Rubber. “We look forward to working with JWT over the long term to make more miracles in the future and enhance brand development”.