Dunlop: FULDA BOBBY CAR

Credits & Description:

Advertiser: GOODYEAR DUNLOP TIRES GERMANY
Agency: AT SALES COMMUNICATIONS
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Art Director: Maren Burrichter (At Sales Communications )
Creative Director: Olaf Fuldner (At Sales Communications )
Copy Writer: Rüdiger Heinbruch (At Sales Communications )
Customer Consultant: Martina Mönig (At Sales Communications )

Implementation
28 little tires steal the show. A drive-in movie theater sponsored by Germany’s most popular radio station (1 Live), hundreds of people in arelaxed, after-work mood, lots of hot cars – and lots of showing off.

Client Brief Or Objective
Beyond tire-changing seasons, people are largely unaware of tires. Aside from car racing, consumers rarely encounter tires. What’s the best way to showcase the Fulda brand and its products outside of the sales seasons?

Relevancy
A perfect setting for a Fulda guerrilla initiative: the hottest cars have Fulda tires!An open cinema event sponsored by a popular radio station with a lot of cars is the best place to reach the target group and to get a lot of intention.

Outcome
Mininum budget, maximum attention. 600 amazed moviegoers. Cell-phone photos, live reports and postings on Facebook. Articles in onlineand offline trade media. And a few worn-out shoes.