Refueling the Brand
Building Brand Preference
Dunlop faced low brand awareness, familiarity and purchase intent among its target customers, but as it turned out, drivers in the performance category didn’t feel a particular connection to any one brand, meaning there was plenty of opportunity.
To build excitement at SEMA and beyond, hfa created an authentic and unique Dunlop brand campaign designed to resonate with three different groups of performance drivers by connecting with their lifestyles and interests. The campaign gave performance drivers the attention they deserve — and the drive to consider Dunlop.