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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.

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 more emotional way – to reignite 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.

 

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 more emotional way – to reignite 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, LAKE DISTRICT

PURE DRIVING EXPERIENCES – AUTOBAHN, GERMANY

PURE DRIVING EXPERIENCES – STELVIO PASS, ITALY

PURE DRIVING EXPERIENCES – MOUNTAIN ROAD, ISLE OF MAN

PURE DRIVING EXPERIENCES – KIRKBYMOORSIDE, YORKSHIRE

PURE DRIVING EXPERIENCES – ANGLESEY CIRCUIT

PURE DRIVING EXPERIENCES – ROUTE NAPOLEON, FRANCE

PURE DRIVING EXPERIENCES – HARDKNOTT PASS, LAKE DISTRICT

PURE DRIVING EXPERIENCES – AUTOBAHN, GERMANY

PURE DRIVING EXPERIENCES – STELVIO PASS, ITALY

PURE DRIVING EXPERIENCES – MOUNTAIN ROAD, ISLE OF MAN

PURE DRIVING EXPERIENCES – KIRKBYMOORSIDE, YORKSHIRE

PURE DRIVING EXPERIENCES – ANGLESEY CIRCUIT

Results

The campaign was an outstanding success. Five out of the top eight videos on Autocar 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.

Results

he campaign was an outstanding success. Five out of the top eight videos on Autocar 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.

Output

8x long-form films
8x short-form cutdowns
8x promoted native stories
24x display ads
8x social posts
8x newsletter posts

Output

8x long-form films
8x short-form cutdowns
8x promoted native stories
24x display ads
8x social posts
8x newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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