We have been working with the Irish Tyre Industry Association since 2017, as they continue to avail of our full association management service. As part of this service we have worked closely with their board to produce an extremely successful communications campaign highlighting the importance of correct tyre pressure in vehicle’s tyres.

The Task

From working with the ITIA for many years, it became clear that tyre pressure was a big concern within the industry, but often overlooked by many road users. Our market research insights revealed that there was an awareness gap amongst road users as to the importance of maintaining the correct pressure in their vehicle’s tyres, as well as the potentially fatal consequences of failing to do so.

Our team was tasked with designing and implementing a consumer focused campaign that would raise awareness of tyre pressure, helping to improve road safety on Irish roads, whilst also promoting the expertise and engagement of members.

The Solution

After careful research and planning we designed and executed an integrated marketing campaign across print and digital.

We began with developing our key messaging promoting tyre pressure and the expertise of members, then progressed to develop various campaign assets ranging from email signatures, social media and web graphics to print ads and business cards for members. Each member received access to these assets ahead of the campaign launch to build excitement and encourage their participation.

A hero video was produced which was used to launch the campaign across social media. This video was widely supported by members, stakeholders and motoring journalists.

Services Delivered

• Market research
• Campaign planning and design
• Asset development
• Video production
• Print management
• PR
• Social media management
• Campaign reporting
• Member engagement and support

The Result

The campaign was an outstanding success, outperforming previous projects on digital performance. It was so successful that the campaign was later supported by various Credit Unions through print, digital and radio. Members also reported a significant number of customers quoting the work from the campaign when entering their business premises.