When was the last time you bragged about your ‘cool new tires’? Probably never. Let’s face it: Tires aren’t cool. But Toronto agency Due North Communications hopes to change all that with a print and outdoor campaign for Dunlop tires launching in mid July.
The ads, placed in Toronto, Vancouver, Calgary, Montreal and Ottawa, are meant to revolutionize the way consumers buy tires. Featuring simple photographs like that of a hand above a steering wheel or a foot on the gas pedal, and accompanied by phrases like, ‘Who cares if we’re there yet?’ and ‘The journey is the destination,’ it’s clear that this campaign is targeted towards those who like to drive.
According to Deborah Meek, account director for the campaign, what differentiates this brand from its competitors is the positioning. In a category where two brands (Goodyear and Michelin) dominate sales and where consumers make choices based on title awareness, she explains, Dunlop hopes to stand out with a new take on marketing. The company is hoping to sell tires by tapping into ’emotional’ triggers as opposed to focusing on ‘product attributes.’
Due North aims to make Dunlop tires an emblem of cool by targeting ‘trendsetters versus trend followers,’ adds CD Karen Howe, who points out that tires are no longer geared specifically towards the ‘older suburban family man.’ Because the demographic – younger, up-and-coming hipsters – remains so brand conscious, designer tires were merely the next evolution.
Howe says it’s all about ‘tires as a badge and making a statement with your tires,’ and that the ads are meant to ‘reflect the attitude of the driver’ while sticking with the ‘import, luxury cachet’ that is already linked with the brand.
Client: Goodyear Canada
Agency: Due North Communications
Creative Director: Karen Howe
Copywriter: David Gee
Art Director: Carson King
Account Director: Deborah Meek
