Brief Explanation

Consumers know very little about the features of environmental protection from Dunlop ENASAVE NEXT as those technologies cannot be discussed readily. In order to give consumers a better experience to understand how Dunlop makes the products more fuel efficient and invite them to participate a meaningful public benefit event; we developed an interactive game instead of using old cliches to convey the environmental protection concept.

The Brief

In general, consumers don’t know about the features or differences of different tyre patterns well. Thus, Dunlop green tyres don’t have many advantages in the minds of our targets. Compared to other activities, The Shanghai Auto Show has higher foot traffic and more core targets. It is a great opportunity for us to get closer to our consumers. With the limited budget and press set-up time, we decided to make consumers fully aware of the fuel saving tyre product through the widespread use of smartphones and Wechat.

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

The average participate times has been 2832 in previous events, but we had 4288 in total last time. Compared with the previous index, our page view has enhanced 4.65%. The top distance traveled on single game was 180,000 kilometers, with 22,217 Yuan saved on fuel. We turned to 30,000 Yuan real money, and donated it to a tree planting project through the China Environmental Protection Fund. That fund helped to plant 3000 rose willow. And those rose willows help stabilized 30,000 square meters of dunes.

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

a. From early April to the middle of the year, we conducted the first phase. We developed the game“RUNNING ENASAVE” both on PC and WeChat. And using Weibo and WeChat, the most efficient way, to connect to our targets and we also started promotion for this event. b. During 20 April~ 29 April, 2015. The event launched at the Shanghai Auto Show Dunlop booth. Consumers connect to the big screen by scanning the QR code on site. Simply flicking your finger across the phone makes the tyre on the big screen start rolling. By combining efforts, consumers add up more mileage, and more fuel is saved. With the number of mileage growing, the rising quantity of fuel that can be saved will be shown on the screen. c. After 29 April, 2015, the fuel cost saved through the best game, we turned to real money, and donated it to a tree planting project through the China Environmental Protection Fund to support China’s environmental protection.