Which global tyres company is using Daisy the cow to drive its sales higher?
Need a clue? If you google the words ‘tyres’ and ‘daisy’ you get the right tyre manufacturer, but a very different story.
What you get are articles about the model Daisy Lowe posing for the 2010 Pirelli calender.
But now the Italian tyres manufacturer is pinning its hopes on a different Daisy and a rain shower in a bid to convince UK motorists that buying budget tyres is a false economy.
Pirelli has produced and put online the animated short film entitled “Not Any Tom, Daisy or Harry” that tells the story of two consumers, Tom and Harry, who buy budget and premium tyres, respectively.
The movie follows both on a journey through the English countryside, using the trip as a chance to tell consumers about the advantages of having premium tyres – namely durability, fuel economy and environmental protection – before showing what happens when both drivers encounter Daisy—a 1,500lb Fresian dairy cow, standing in the middle of the road in the rain.
Pirelli hopes the campaign will encourage consumers to recognise the false economy of budget tyres and make smarter purchasing decisions.
To view the online movie go to http://www.pirelli.com/tyre/gb/en/car/genericContent/promotions?targetPromo=promo2id
Denna Bowman, Head Office