Unlock a 25 – 44, ABC1 ‘Fast Laner’ audience for Dunlop Tyres around its new ‘Performance’ brand messaging.
Create a consumer lifestyle PR campaign to engage a new target audience through lifestyle media that reflects Dunlop’s new brand positioning strategy.
KINC created an idea to appeal to the ‘Fast Laner’ audience by bringing the performance message to life by aligning the brand with wingsuit athletes, racing drivers and extreme climbers. The international press coverage generated by this campaign spanned over 53 titles reaching an audience of 62 million in the UK, Europe, USA, Asia and ultimately helped Dunlop define the‘Fast Laner’ audience group.
Reached 62 million people across 15 different countries in Europe, Africa, USA and Asia.
KINC worked with Professor Vincent Walsh, Head of Human Brain Research at UCL, to conduct an experiment with five elite athletes and five members of the public, which included journalists from Shortlist, Sport Magazine and Men’s Health.
The test subjects were subjected to a gruelling series of physical and mental tests to find out what sets elite sports athletes apart.
The agency incorporated multiple Isle of Man TT winner John McGuinness, world famous free climber Leo Houlding, motorsports driver Sam Bird, wingsuit athlete Alexander Polli and skeleton bobsleigh gold medalist Amy Williams.
Alongside the press campaign KINC created a piece of content and a Facebook app which received thousands of engagements from consumers taking the ‘Dunlop Mindset Performance Test’.