Apollo Tyres: TUBELESS TYRE PIN STAND

Credits & Description:

Advertiser: APOLLO TYRES
Agency: PUBLICIS COMMUNICATIONS
Category: Dimensional Mailing
Creative Director: Avinash Kumar (Publicis Communication)
Senior Creative Director: Mohit Tomar (Publicis Communication)
Executive Creative Director: Ritu Sharda (Publicis Communication)
Visualizer: Rohit Bagga (Publicis Communication)

Execution
From the incessant overload of corporate direct mailers that offices receive everyday it had to stand out and be noticed. It helped that the mailer was something the receiver could use inside his workplace. And the mini tubeless tyre and the pins came together in a piece of out-of-the-box office stationery that got people talking.

Client Brief Or Objective
Apollo, the leading tyre manufacturer in India, wanted to communicate the dependability of its tubeless tyres to procurement divisions in the country in a way that was not only memorable but was also a constant reinforcement of Apollo’s core competence.

Outcome
The initiative was an instant success. Apollo witnessed a 20% hike in organizational enquiries and a 12% increase in conversions.

Implementation
We created a direct mailer which when opened contained an Apollo tyre that had been turned into a pin cushion.