The European Tyre Label offers consumers valuable facts to make more informed choices when purchasing tyres. The label displays information on the fuel efficiency , wet grip and external rolling noise of tyres. The launch campaign for the label in Switzerland is taken as an opportunity to address car-owners of the quality aspects of tyres and to motivate the purchase of high-quality tyres
As opposed to other safety-relevant products where it is a matter of course for consumers to be informed and to have a free choice, tyres are no topic in Switzerland. The decision is generally delegated to the garage dealer where only the price decision is made consciously. This is where the campaign comes into play: with the lead concept of “Have a voice with the purchase of tyres” the target group is asked to participate in the decision to buy.
The direct implementation of the central idea allows a simple and catching realisation in all communication channels. The media mix comprises of TV spots, billboards, online measure and promotion at the POS. The first edition of the campaign brought an awareness level of 34%.
Agency: ibl– Swizerland