LINE-X Protective Coatings has been known for superior protective coatings and bedliners for over two decades. Delivering product-focused messaging to consumers and a product that makes them one of the best in the industry. But with the emergence of new product offerings, a new accessory line and always expanding applications and demand for protective coatings, LINE-X faced the challenge of communicating the reality that they are now more than just quality bedliners and protective coatings.
The LINE-X Country Campaign addresses that challenge by establishing a brand story and personality that consumers can fall in love with. A story that explains what LINE-X country means to the nation and the breadth of offerings that now exist. Whether it’s the back country, across town or cross country, Truck, Jeep, ATV or custom, LINE-X protects, enhances and accessorizes from bed to bumper and beyond.
Through research we learned that consumers don’t just want to purchase a product, they want to belong to a brand, it’s movement and what it means to own that product. The campaign creative features custom lifestyle video and photography that appeals to all consumers and communicates the ideas of discovery, adventure, home and family. All supporting the campaign theme: “This is LINE-X Country: Home of the Daring. The Hardworking. The Adventurous.”
An integrated marketing approach was implemented and created, including a diverse media mix of national and regional advertising elements to bring the LINE-X Country Campaign to the masses