Tyres operate on simple principles, which the creative reflected. An online prize draw touted “5 things you should know about your tires” and supported it with a chance to win a set of tyres and a session with a personal organiser. The guide itself was fresh, simple and entertaining.

More than 7,800 women entered the prize draw and 4,000 downloaded the buying guide. Dealerships spearheaded the campaign, distributing all 500,000 guides. Their buy-in, in a business where dealers regularly feel cut out of the marketing process, represented a priceless coup. The client will extend the program into 2007.