The ‘Under Every Road’ Campaign
Tensar Corp. is the world’s largest geogrid producer – working to preserve, stabilize, and reinforce roadways. In an effort to connect with engineers, Tensar contacted the Grove to develop an advertising campaign that clearly conveyed their mission as an international organization.
The Grove developed a campaign highlighting the three “heroes” of Tensar. First, the brand as hero – pushing Tensar as a trusted leader of the industry. Second, product as hero – educating the audience of Tensar’s innovations. And lastly, partnership as hero – emphasizing the end customer and user.
The Grove developed ad layouts that would remain consistent across various industry publications, for both print and web applications Some targeted towards engineers and project managers, others focusing on education and innovation – each centered around one of the three hero themes – brand as hero, product as hero, partnerships as hero.
