Premium Tire Manufacturer Increases Brand Awareness with Targeted Ads

Vredestein Tyres is a tire manufacturer based in Amsterdam, established in 1909. Since 2009, it has been owned by Apollo Tyres Ltd of India.

The company designs, manufactures, and sells a variety of tires: car and bicycle, as well as for agricultural and industrial applications through its wide distribution network in India, the U.S., and across Europe. Vredestein Tyres wanted to cement their position as a leading tire manufacturer in the Italian market.

Even armed with its award-winning product line, Vredestein was competing with the strong brand presence of local competition, putting Vredestein’s goal of becoming Italy’s top tire manufacturer just out of reach. The key to achieving their goal was building brand awareness around the company’s leading products: the all-season Quatrac and Quatrac Pro tires.

Vredestein wanted to remain relevant and showcase their quality product-line to their audience in a competitive environment, so they turned to RTB House for a solution.

The RTB House team worked closely with Vredestein’s team to craft a campaign that would meet and exceed the company’s expectations.

The campaign used a mix of videos of different lengths and display ads of different sizes to achieve optimal reach and increase ad recall. These ads were distributed across key platforms in the right context, to reach the defined target audience.

To be in line with Vredestein’s mission to become Italy’s top tire manufacturer, RTB House also ran a Brand Lift Study to determine the campaign’s impact on overall ad recall. This included carefully optimizing ad frequency to maximize the brand lift of our campaign and achieve the client’s goal.

The campaign exceeded all expectations. RTB House leveraged a mixture of variable-length videos and static ads in order to achieve a 53% relative brand lift and 4.33 percentage points (pp) absolute brand lift, which is significantly above industry benchmarks. This means that ad recall among users who saw the campaign increased significantly compared to users who did not see the campaign.

Additionally, this approach maximized reach with high viewability for all types of videos (6/15/30 secs). The team also managed to optimize the reach parameters and increased the Video Completion Rate (VCR) by 15% by the end of the campaign.

Finally, we achieved a banner viewability 29.5% above our targeted goal.