Volvo Cars: Winter tyres
EHS 4D
THE TEAM
Frazer Howard,Tim Waltho, Emma Rogers, Dan Hanks, Phil Hall, Phil Moore.
Other contributor:
Tarik Ali - Illustration.
WHAT IS WONDERFUL ABOUT THIS WORK?
A two-pronged strategy helped dealers sell winter tyres to their warmest prospects using broadcast and direct materials, while a national DM campaign mopped up Volvo drivers who weren't on databases. We dramatised the product's main benefit (an 11m reduction in stopping distance), using each channel's strength. It took just four weeks to sell 2,000 tyres, with an additional 50% in under four more; we generated £728,000 revenue (£240,000 over...