Despite working with Dunlop Tyres for over ten years, even we were blown away by their latest promotion: the chance to win an all-expenses paid trip to the V8 Supercars in Australia.
We knew that our target audience were adventurous, ambitious, sporty and liked technology. They’re called ‘Fast Laners’. But if knowing our target audience was essential, knowing how to target them was gold dust. Insight informed us that 80% of tyre sales are as a result of retailer recommendations. So getting tyre staff behind the campaign was essential.
Any sell out consumer campaign we developed had to have an equally compelling sell in staff promotion. A big challenge which required an equally big idea.
We created the ‘Up close’ idea to demonstrate just how close customers could now get to the action. Using an industrial wind machine we could recreate the experience of G-Force and capture it through a series of ‘speed faces’ to represent both customers and fitters.
We developed a campaign eco-system comprising advertisements, store posters, direct mail, website and social media.
And the result? Tyre sales increased by an extra 5,000 units during the campaign with many of a higher value while feedback from fitters was extremely positive as they received over 200 entries to the competition.
It’s fair to say we were all blown away.