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DUNLOP

PURE DRIVING

EXPERIENCES

Challenge

Dunlop was keen to build engagement with car enthusiasts (the core customers for its premium tyre range).

Although Dunlop is a well-known brand, the tyre market is a crowded, competitive space, with lots of tactical and retail noise.
The challenge was to create cut-through with a hard-to-impress audience.

IDEA

Functional messaging is the norm for this category, and wasn’t going to stand out. Our idea was to appeal to enthusiasts in a much more emotional way – to reignite their love for Dunlop.

Car enthusiasts love the joy of driving: taking the B-road home
is so much more fun than the motorway. We created a campaign called ‘Pure Driving Experiences‘, rooted in a product truth – to truly enjoy your car, to have a great drive, you need great tyres.

This was a campaign where we could create authentic content
that appealed to driving enthusiasts by celebrating a great range of performance cars on great roads. The result was an extensive series of road-trip-focused stories across multiple channels.

pure driving experiences – round-up

pure driving experienceS – Hardknott pass

pure driving experienceS – AUtobahn, germany

pure driving experienceS – STELVIO pASs, italy

pure driving experienceS – Mountain road, isle of man

pure driving experienceS – Mountain road, isle of man

pure driving experienceS – Anglesey Circuit

pure driving experienceS – Mountain road, isle of man

SUCCESS

The campaign was an outstanding success. Five out of the top eight videos on autocar.co.uk were Dunlop-branded content, while the video view KPI was exceeded by over 60%.

Dunlop experienced strong uplifts in brand metrics across most measures, while purchase consideration was doubled.

SUCCESS

The campaign was an outstanding success. Five out of the top eight videos on autocar.co.uk were Dunlop-branded content, while the video view KPI was exceeded by over 60%.

Dunlop experienced strong uplifts in brand metrics across most measures, while purchase consideration was doubled.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

8x films
8x 30-second cut-downs
8x promoted stories
24x standard display ads
8x social posts (Facebook & Twitter)
8x newsletter posts

CINEMATIC FILMS

Great cars, outstanding scenery, and one video with no narration – just noise

PRINT ADVERTORIALS

Behind-the-scenes features in Autocar magazine that supported the main films

CREATING A DEBATE

An interactive ‘My Dream Drive’ discussion, within PistonHeads’ forums

CONTENT SPONSORSHIP

Dunlop-branded group tests raised awareness without compromising editorial
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LET'S TALK

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

Where to find us?
69 London Road
Twickenham
TW1 3SP

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