Volvo Cars UK

How PR helped Volvo Cars UK publicise the benefits of winter tyres

Media relations campaigns Experiential product launches and stunts Event creation, management and support

The Challenge

Our brief was to positively demonstrate the benefits of winter tyres.

The Solution

We created image, film and copy content by taking over an indoor ski slope in Tamworth after it shut at 11pm to demonstrate just how much further winter tyres can go up the snow covered hill compared to normal 'summer' tyres.

To create cut through beyond just the motoring pages we worked with reality TV star Louise Thompson from Made in Chelsea, widening our target media and coverage opportunities.

The Results

  • Google searches for winter tyres rose 72% year on year in the UK
  • The Snowdome winter tyres activity generated an impressive 57 pieces of coverage
  • Five of these were in consumer titles including OK! and Heat Magazine, titles that broke new ground for Volvo
  • 28 pieces of coverage appeared in the automotive and specialist press and 24 pieces in the regional press
  • The campaign has created over 92m opportunities to see, costing approximately 0.1p per reader