To launch the brand’s seasonal Winter Tyres campaign through raising awareness of winter tyre safety in a lively, upbeat way to guarantee maximum media and consumer exposure.
We decided the best way to demonstrate the importance of winter tyre safety was to compare them to standard tyres in a ‘hazardous real-life situation’ of an indoor ski slope. To push the story beyond the automotive media, we enlisted ‘Made In Chelsea’ star, Louise Thompson, who fearlessly powered her fully winterised Volvo up the slope at Tamworth Snow Dome.
In addition to 28 automotive specialist, trade and fleet media, coverage of our stunt appeared in 24 top consumer titles, including Heat Magazine, Channel 4 Online, Hello!, OK, AOL, Huffington Post, Mail Online, Sky Online, and BT.com.
A huge thanks from me - poetry in motion. Nobull has provided Volvo’s fleet PR team with additional creativity, expertise and support.