Tell us about your role in the creation of this work.
Wunderman Thompson was involved not only in building a strategic approach for Apollo Apterra and creating a cult using the SUV riders but also the creation of the platform idea “Bad Roads Go To Good Places” and the TVC bringing the idea to life and the community # Badroadbuddies and planning and conceptualizing events involving off roaders
Give us an overview of the campaign, what is it about?
In India, the trend for off-roading and adventure travel is picking up. People are going to places which are unexplored and are a little different from the mundane tourist places.
Leh & places beyond leh, Spiti valley are now in the bucket list of every traveler
People are ready to rough it out to catch a glimpse of sunrise at Siachen base or a far-flung place in North East
Its is this insight that laid the ground for creating a big platform idea ‘Bad Roads Go to Good Places’.
We tested this concept with off roaders and adventure loving SUV owners and found great affinity for the same with our core TG
Tell us about the details creative brief, what did it ask?
The one-line brief from the client was “We want to establish a platform which will help build the culture for off-roading further. A capable SUV needs capable tyres to overcome challenges in difficult terrain and at Apollo, we have got a set of Tyres which can perform in toughest of conditions”
Which insight led to the creation of this piece of work?
Anyone who buys a SUV has an adventurous bent of mind. He may or may not go on an adventure trail immediately but given an opportunity and a right platform, a lot of SUV owners would love to go off road and explore terrains /places not visited by regular travelers
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We shared few ideas but they were more rooted in the product and its functionality but finally developed this idea as it gives us an elevated platform and has a truth concerning every journey as well as a life truth
What was the greatest challenge that you and your team faced during development?
The tough conditions and challenging terrains of Iceland, working under subzero temperature, glaciers or rocky terrains was challenging but extremely interesting . The tyres performed exceedingly well under such tough conditions and further motivated us to push the boundaries during the shoot
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
What we really enjoyed the most was our on the go thinking. We thought of lot of ideas looking at the surroundings and developed some interesting digital vignettes around the same
Where do you see this campaign going in the future?
The platform ‘Bad Roads Go To Good Places’ and the community #badroadbuddies offers immense opportunity to extend it over the years and build on the culture of off-roading besides of course building affinity with off-roaders in India and regions outside India where Apollo Apterra sells. E.g we have already started with badroadbuddy weekends in some of the south east Asian markets like Thailand , Vietnam etc