Cooper to raise brand awareness through ‘consumer lifestyle’ campaign

Generation Y is square in Cooper Tire Europe’s sights following an overhaul of the company’s marketing strategy for the region. The tyre maker reports undergoing a major shift in emphasis towards increasing brand awareness among the 18 to 35-year-old male demographic.

Cooper is already well known for its 4×4 tyres but is now commencing a sales and marketing strategy for its ultra-high performance passenger car ranges in Europe, which will include the company’s first-ever European consumer lifestyle advertising campaign. The marketing plan will complement Cooper’s existing presence in European motorsport – also a crucial hook for the targeted UHP market. Since 2009, Cooper has been title sponsor and sole supplier for the British Formula 3 Championship, recognised as one of the toughest domestic single-seater series in the world and a key feeder for Formula One. It is also a dominant player in the FIA European Rallycross Championship.

Alongside Cooper’s traditional consumer marketing spend, it is also launching a series of placements on the inside back cover of men’s lifestyle magazine, FHM. The campaign – which will run throughout 2013 – will capitalise on Cooper’s international motorsport presence, with adverts reflecting the drama and power of the European Rallycross series and nods towards the tuning scene popular with young males. To supplement this planned advertising campaign, Cooper is also pursuing a variety of suitable brand partnership opportunities that will also place the brand at the forefront of its target market.

Sarah McRoberts, Marketing Communications Manager for Cooper Tire Europe, explained the marked departure from Cooper’s previous activities, saying, “our decision to look into more targeted activations – be it advertising, marketing, or brand partnership – is a result of our continued push to raise consumer awareness of the Cooper brand in the UK and Europe.

“We identified 18 to 35-year-olds to be our key target audience for performance products and we are currently assessing a number of options to bring the Cooper name to this age bracket,” she continued. “The decision to advertise with FHM – a top-tier lifestyle magazine – is part of this wider strategy change. We’ve secured a great position in the magazine and we’re confident that the adverts, combined with our other planned activities, will have the desired effect.

“Our move to consumer advertising in 2013 is in no way a move away from trade advertising, which continues to be key to our advertising strategy,” added McRoberts. “The first Cooper Tire full-page advert will be published in the April edition of FHM, which will go on sale on March 7.”