This campaign was targeted at both old and new customers. The Tire Gauge checks tire treads and informs consumers about the condition of the tire so they can be informed about when they may need to be replaced. It uniquely positions Cacula Tires as the first option to have your tire replaced, as the company that is informed about its condition.

There are only two real ways to know when consumers need to change their tires, either when the tire is already damaged or by expecting drivers to constantly check. Neither of these options are ideal for tire replacement, so Cacula Tires wanted to market themselves through a passive tire tread system. The Tire Gauge campaign informs consumers about the condition of their tire so they can know when they may need to replace them and directly markets Cacula Tires through the ticketing system.

The Tire Gauge system was tested and marketed on December 11, 2014. The Tire Gauge proves to provide a clear competitive advantage as it delivers an unprecedented picture of the tire market.

Cacula Tires is the only company with real data about the state of tires and real-time consumer behavior. The sensor precisely measures within 0.08mm of tire wear and has logged a large variety of cars, providing Cacula Tires with a clear advantage within the tire market based on the data of a wide variety of automotive tire makes and models.

The commercial center has a parking lot with 1921 parking spots.

In the month of december we had 25.000 cars. Approximately 830 cars per day. Our average ticketing system delivered about 166 tickets per day. The total number of cars that had the ticket delivered was 4980 in one month of the campaign. Sales got up to 23% in comparison to the year before.

The Tire Gauge was conceived as a passive method to test for tire safety to inform and prompt consumers to buy new tires when their tires are worn.