NEXEN TIRE Rolls Out Branded Frankfurt Tram

NEXEN TIRE has introduced a fully branded tram in Frankfurt to increase everyday visibility in one of Europe’s busiest urban centres. The activation sits within a broader Germany-wide brand awareness campaign designed to support the dealer network during peak season and strengthen consumer communication through out-of-home and digital formats.‍

Tram Anchors a Broader Germany Push

The purple-liveried tram brings the NEXEN TIRE brand into daily commutes, aligning with a multi-channel programme that includes billboards near tyre dealers, digital screens in major cities and online placements. The campaign objective is straightforward: raise brand salience at the moment drivers are considering tyre purchases, while giving dealers additional footfall support during peak changeover periods.

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“NEXEN TIRE is a brand that embraces bold ideas and pushes creative boundaries,” said Christian Sommer, Chief Creative Officer at Saint Elmo’s Munich. “Their openness to innovation and trend-driven communication made this collaboration dynamic from the start. Together, we created a campaign that not only stands out visually but also reflects the strong performance and safety that drivers can rely on every day.”

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Creative and Slogans

Developed with Saint Elmo’s (Serviceplan Group, Munich), the campaign uses short, memorable lines tailored to placement. The campaign lists five slogans (German originals with English context):

• NEXEN? EINFACH GUT FINDEN. | “Just good to find,” implying easy to find, easy to like.
• DEIN WECHSEL ZUM REIFEN NAH. | “Your switch to the right tyres,” a wordplay on proximity and availability.
• NEXEN? - NUR EINEN BREMSWEG ENTFERNT. | “Just one braking distance away,” a tyre-specific twist on “not far.”
• LIEBE AUF DEN ERSTEN GRIP. | “Love at first grip,” reworking a familiar phrase for traction.
• DIE TAGE WERDEN LÄNGER, DER BREMSWEG KÜRZER. | Seasonal line linking spring/summer driving with braking performance.

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The new effort follows a visually led European brand push in 2024 and extends that creative energy into the German market, with further roll-out to other European regions planned, per the release.

Why It Matters for Dealers

• Proximity to point of sale: Billboards and digital screens are placed close to tyre dealers to prompt action.
• Peak-season timing: Messaging is designed for the periods when drivers are already planning a tyre changeover.
• Consistent branding: The Frankfurt tram creates high-frequency, high-reach exposure that complements retail activity.

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“The market is constantly evolving, and so are consumer expectations,” said Jeff Roh, Vice President of Europe Sales & Marketing at NEXEN TIRE Europe. “That’s why we focus on delivering campaigns that are not only innovative and on-trend, but also practical and effective. By placing these billboards close to points of sale, we’re supporting our dealers during the peak season and reaching customers at exactly the right time when they’re ready to make a purchase decision.”

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NEXEN TIRE’s Momentum in Europe

Recent Tyre News reporting highlights the brand’s continued European growth and branding efforts:

• Our coverage of record Q1 revenue driven by European sales and OE supply adds context to current marketing investment.
• NEXEN TIRE’s EcoVadis Gold rating underlines ongoing ESG progress, increasingly relevant to procurement and retail partners.
• The branded retail launch in France shows how the company is expanding its on-the-ground presence across Europe.

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Tagged with: Nexen Tire, Frankfurt tram, out-of-home advertising, brand visibility, Eintracht Frankfurt, Germany marketing, tyre branding, urban mobility, sports sponsorship, Europe, B2B marketing

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