Volvo Cars: Winter tyres

With the memory of the UK's particularly cold 2009/2010 winter in mind, automaker Volvo set out to sell winter tyres to its customers.

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...

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