Westlake Tires

Westlake Tires pass the same quality test as the top-ranked tires. However, they were perceived as lower in quality than top tier tires. The client asked us to build awareness and equity for Westlake.

Opal ascertained that the target audience looks for safety, endurance and reasonable price when buying tires. We positioned Westlake as premium quality, better value tires with a series of ads leveraging emotional triggers.

We ran a comprehensive communication campaign on digital and social media, Print Radio and YouTube. Ads were made in English, Chinese and French.

Moreover, we worked with an auto journalist and a professional race car driver for independent reviews of Westlake tires and test it head-on with an established tire brand. The two videos were well received on Youtube.