2013 Winners & Shortlists

TYRE WREATHS

Silver
Client/BrandARABIAN AUTOMOBILES
Product/ServiceSERVICE CENTRE
EntrantTBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPOINT OF SALE
Entrant Company TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES

Brief Explanation

According to our client, people don’t check their tyres because they don’t think it’s important. It’s also work. And in the summer, they’re not going to get out of their car to check tyre pressure and treads. Also, tackling a sensitive subject like road deaths in an Islamic country has to be done carefully. Our challenge was to address the issue in a tactful manner to our target segments - customers who came in for a service, and the city’s leading fleet companies (Belhasa Driving Institute, Dubai Taxi, Shift Leasing) who control over 10,000 vehicles.

The Brief

With long, harsh summers in the UAE, burst tyres are a recurring issue. 2012 saw a marked increase in accidents caused by burst tyres, resulting in 151 injuries and 20 deaths (Source: Emirates 24/7 News). In January 2013, Dubai Police launched a tyre safety campaign to increase awareness, but our client, Arabian Automobiles, did not see a rise in tyre inspections at their workshops. They wanted to support the police and asked us to highlight the issue, with the objective of driving their service and maintenance business.

How the final design was conceived

Our solution was a simple piece of design. We made a powerful connection between tyres and tragedy, by combining the universal symbol of mourning with the tyre itself. To inspire people to take a longer look at their tyres, we gave them tyres worth looking at. After 3 weeks and many failed attempts, we painstakingly crafted floral wreath designs into old and worn tyres. And made the medium the message. Tyre wreaths were then placed in our service centre lobbies, as well as the reception areas of fleet companies, to be seen and touched by the target audience.

Indication of how successful the outcome was in the market

The message was hard to ignore. Fleet managers signed up for tyre inspections for a total of 3000 vehicles. This is being done in phases, but Arabian Automobiles have already recorded a 9% rise in tyre sales and 5% rise in aftersales revenue. They also received requests for more display stands, to be placed more of the office receptions. By looking at the problem from a different angle, we found a design solution that not only drove more vehicles into our client’s workshop, but also became a work of art.

Credits

Name Company Position
Manju Punjwani TBWA\Raad Art Director
Mike Gomez TBWA\Raad Copywriter
Martin Lever TBWA\Raad Executive Creative Director
Sandeep Fernandes TBWA\Raad Creative Director
Ralph Raad TBWA\Raad Account Director
Rajkumar Karupussamy Arabian Automobiles Director – Aftersales Dept/Awr Trading
Hazem Atieh TBWA\Raad Producer
Girish Sapalya TBWA\Raad Retoucher
Amanda Sarkis TBWA\Raad Senior Account Executive
Suresh Subramanian Photographer