The Web Marketing Association is proud to present this 2010 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Manufacturing Rich Media Online Ad
Audience - General population tire purchasers: age 25-54, HHI $50K+, 50/50 male/ female. Low tire IQ.
Our target is “destination-driven drivers.” But nowadays, they’re concerned about the amount of money they are spending just to get to their destination. This is part of a larger “cash drain” where they currently need to spend more than they’re used to on basic essentials. Consumers are hyper-aware of how they’re spending their money, and they “strategize” ways to save money and gas - they cut coupons, cut back on driving, carpool, conduct all of their errands in one trip, etc.
Still, this consumer equates tires with safety. They are not willing to sacrifice good traction and durability to save a bit on fuel. Also, tread life is important – it does not make sense to them to save on fuel now if they have to buy tires sooner in the end.
Goal - This consumer has a low tire IQ. They need to be educated to believe that their tire purchase will have an impact on fuel economy. Still, their antennae are up on financial issues. They are willing to put in the time to better understand how Fuel Max can offer better fuel efficiency.
Our communications goal should be to help consumers get more “fuel savvy.” We should engage this consumer by creating an interactive environment where they can learn more about fuel efficiency and tires. Banner ads directed users to the website to explain product technology and allow consumers to learn how they could save up to 2,600 miles in gas.
Contributors:
| Interactive Art Director: | Rene McCann |
| Art Director: | Milissa Shrake |
| Writer: | Tony Fanizzi |
| Web Developer: | Chris Stahl |
| Project Manager: | Shelly Morton |
| Director/Interactive: | Larry Yoder |
| Creative Director: | Nick Betro |
| Account Executive: | Maggie Harris |
HITCHCOCK FLEMING & ASSOCIATES
Location: USA