Beaurepaires – Vince Martin

Tyre manufacturer Beaurepaires was facing a slide in sales, and the challenge of reversing this trend in an aggressively competitive and largely commoditised category, while being out-spent by its main competitor.

Beaurepaires – Vince Martin

Category: Consumer DurablesAgency: Clemenger BBDOAdvertiser: BeaurepairesCampaign: Vince Martin

SUMMARY

Beaurepaires was facing a slide in sales. There was an urgent need to boost brand preference in order to drive sales growth.

To do this it needed to gain an emotional response by breaking out of the well-worn category clichés. The campaign proposition was: “Beaurepaires goes beyond the call of duty to keep you on the road”. It re-cast Vince Martin – one of New Zealand's most enduring, advertising-created icons – into his true roadside hero role.

Preference doubled in...

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