VOLVO WINTER TYRES CAMPAIGN
We knew it was going to be a tough ask to get people to part with their money for new tyres (when their existing tyres were fine, thank you very much). The solution was to focus on an outstanding product benefit and to bring this to life in the most effective way for each channel. In terms of the winter tyres, the benefit was pretty compelling: they could dramatically cut braking distance (by up to 11 metres – and that’s only if you were driving at 20 mph on a snowy road.)
Focussing on this potentially life-saving benefit, we developed our lead campaign message “When everything else slips, you won’t” – then set about using our different channels to punch that message home!
AWARDS - DMA SILVER, BEST AWARDS WINNER
