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BFGoodrich® Tyres launches global brand campaign in SA


BFGoodrich® Tyres has launched a global brand campaign called “Your Next” — part of the brand’s successful creative platform, “What Are You Building For?” The storytelling campaign focuses on car builders and overlanders pursuing their passions and representing the BFGoodrich community.

“Our community lives life with a ‘built, not bought’ mindset that makes them uniquely capable of taking on the toughest of challenges,” said Jordan Tucker, global director of marketing for BFGoodrich Tyres. “We’re excited to share a campaign that celebrates BFGoodrich Tyres’ enablement of our consumers’ adventures.”

The digital-led campaign is based around a short film shot in Australia.

“Preserving the Trail for the Next Generation,” follows an overlanding trip through the Australian outback, showing enthusiasts on adventures enabled by BFGoodrich Tyres and practicing tread lightly principles. Acclaimed adventure photographer Jeff Johnson accompanied the Australian team and captured the images featured in the campaign.

In South Africa the campaign will include digital, broadcast, out-of-home, and competitions on the BFGoodrich social media platforms.

“By asking questions like, ‘What are you building for?’ shows that BFGoodrich is a brand that is genuinely interested in being a part of the life experiences of our community,” said Antonio Pereira, BFGoodrich Brand Manager Africa, India and Middle East (AIM). “We understand that everybody yearns for something, and by including them in our ‘Your Next’ experience, we demonstrate one of the ways in which we build for those in our community with the conviction to stand up and demand what they want out of life.”

About BFGoodrich

BFGoodrich Tyres is dedicated to providing high-performance tyres for those who have a passion for driving in virtually any environment. Combining technical expertise with 50 years of motorsports experience, BFGoodrich delivers tyres for a full range of driving experiences from ultra-high-performance streets to off-road terrain with one common theme – extreme performance.



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