The Brief:
Dunlop Tyres and the Road Haulage Association partnered up to raise awareness of the imminent shortfall of HGV Drivers in the UK.
They wanted to challenge the stereotyped image that people have of HGV drivers and portray it as a valued career choice - and ultimately get people to express their interest in becoming one by signing up.
The Solution:
We led and won the pitch with the campaign idea of 'Britain Needs More HGV Heroes'.
The campaign launched at the British Touring Car Championships and leveraged Dunlop's sponsorship of racing driver Tom Ingram to draw parallels between the expertise needed in driving both racing cars and HGV's.
At the British Touring Championships we got an HGV to do a lap of the track in full campaign livery - in front of thousands of potential HGV drivers.
In another experiential stunt we drove the campaign liveried HGV to the House of Commons and were met by MPs in a plea for parliament to help fund the £150m needed to train up new HGV drivers.
Link:
We created a microsite that we drove potential HGV Heroes to, enabling them to sign up for more information.
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