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Reinventing
The Roadhump’ for Dunlop General Rubber Goods
Finalist in 2001 PR Week Awards Business To Business
and Technical categories |
INTRODUCTION:
Designed to deflate on impact and overcome problems
with current concrete road humps, the inflatable rubber
Dunlop Transcalm offers planners and local authorities
a unique way to reduce traffic speed on side roads.
Media activity centred around a
product launch and a Press Conference.
Working with the Corporation of
London the device was road tested for the first time
on the Puddledock Service Road, London, EC1 on February
14th 2001.
Results
- Total Advertising Value equivalent £742,527
in
two weeks.
- 100% of coverage deemed positive by client.
- All key trade titles covered the story.
- Daily Telegraph Front Page.
- Coverage in every national newspaper including full
page in Evening Standard.
- 17 pieces of TV, including BBC Six O’Clock News.
Client Testimonial
"In the weeks following the campaign we have
been inundated by enquiries and expressions of interest
from a wide range of businesses keen to market the product.
Where we have contacted businesses, without exception
they recall the product concept from something they
read, watched or heard."
Mike Armstead,
Group Chief Executive, Dunlop GRG
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