The UK division of the largest independent tyre and autocare network in Europe, Point S, has appointed One Black Bear. The first brief is to recruit more independent garages to sign up to membership with this hard hitting trade press advertising campaign, which stresses the benefits of being part of a multi-national group, while retaining all their individuality. 

Point S marketing manager Gavin Fable said: “One Black Bear developed a strong, on-brand and compelling creative proposition and a really striking concept for us with genuine stand-out in our sector.”

Managing partner Kate Hartshorn added: “Point S are looking to really grow their UK presence and our strategic approach sought to assure our audience that Point S isn’t about taking over or meddling, it’s about helping them stay independent and perform even better. Our ad features a garage mechanic sporting a tyre tread haircut stressing that garages joining a big group won’t forfeit their individuality.”

The campaign breaks this month in the automotive aftermarket trade media.

Point S already has commitment from 130 members, covering over 230 points of sale the UK, they have ambitions of becoming the number one tyre supplier to British independents. Globally, the brand has 2,000 members with over 4,000 points of sale.