Dunlop: KNOTTED HANDKERCHIEF

Credits & Description:

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

Implementation
A knot in a handkerchief is a traditional reminder of something one might otherwise forget. Special feature: the reminder is on a multifunctional cloth for car care.

Client Brief Or Objective
German Tire dealers are obliged to inform their customers that the lug nuts must be tightened after 50-150 kilometers of driving following tire changing.

Outcome
60,000 smart reminders for Fulda tire customers, improved safety on the road and a clever promotional Giveaway.

Relevancy
Fulda picks up on the tradition and connects it with advice to have the lug nuts tightened.