The Brief

KC Wheel & Tyre is a well-known brand among 4X4 drivers in Thailand, both the affordable price and the great durability of the tyre. These are two key making decisions for drivers to pick their tires before going out for an adventure. At the beginning of 2013, the brand wanted to introduce the new Prada 4X4 series which has improved the durability performance specifically for adventure.

Describe how the promotion developed from concept to implementation

We needed to promote the most durability tyre 'Prada 4X4 series' among numbers of tough competitors in the market. We therefore hand-carved tyre features an illustration of an adventure that never ends on our tyre, which together installed inside a tyre display.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Never Ending Adventure Tyre created a lot of word of mouth among the 4x4 drivers about the new Prada 4X4 series. The tyre display which located in many leading tyre shops invited a lot of new customer to ask for this particular tyre series, which helped grow brand calling for more than 18% and led the brand becoming top of mind in durability.

Explain why the method of promotion was most relevant to the product or service

The hand-carved illustration on the tyre reflects our durability performance, which differentiates Prada 4X4 from other brands and offer a last long adventure experience with just one really durable tyre.