When spring arrives
Pneuhandel Proven strategy with a new agency: With Wirz' first commercial, Pneu Egger humorously calls for tire changes.
Pneuhandel Proven strategy with a new agency: With Wirz' first commercial, Pneu Egger humorously calls for a tire change. "Pneu Egger always tries not only to sell with its advertising, but also to entertain. But we obviously don't always succeed." This is how Simon Müller, advertising manager at Pneu Egger, reacted to a letter to the editor. In it, the writer was outraged by the Pneu Egger TV commercial in which a frog - ouch! - is run over twice. The fact that the national market leader in tire retreading wanted to use the commercial to highlight the importance of proper tires did not seem to be understood or appreciated by everyone. Instead, the tire specialist slipped up with the slippery advertising maneuver. This and the withdrawal of the management team from the agency at the time prompted the Aarau-based trading company to look for another agency.
Attention thanks to laughter
The decision was made in favor of Wirz Werbung. According to copywriter Thomas Kurzmeyer, Wirz has often generated considerable brand awareness for companies of a comparable size with unusual concepts. As can now be seen, the Wirz creatives are continuing Pneu Egger's previous advertising strategy and campaign idea: high-impact TV commercials will continue to ensure laughter and attention and thus generate the necessary recall value among the heterogeneous target group despite the modest media budget.
In terms of content, it is not the low price of a new tire that serves as an advertising argument, but the safety of "seasonal" rubber. This spring, drivers will once again recognize the Pneu-Egger commercial by its incomparable voice and laconic message: "Can you already feel spring? Then it's time for summer tires. Now at Pneu Egger." The realization is completely new. A nice old lady is shown packing her suitcase carefully and in a good mood: with knitted, crocheted and flowered items. She hesitates for a moment at the sight of her undergarments - a model lovestopper - before resolutely reaching for her scissors and snipping out a G-string.
The campaign is supplemented by POS media and - since Switzerland has a high density of classic cars and many people own several classic cars - by an advertisement in specialty magazines.
Rubber leader Pneu EggerDespite the merger of the Swiss branches of the European chains Euromaster and Viborg, Pneu Egger has defended its position as the Swiss leader in tires, vehicle parts and wheel-related services. With 36 locations throughout Switzerland and around 280 employees, the company generated sales of around 90 million Swiss francs in 2003. 40 percent of this was generated in the private car sector and 60 percent in the commercial and industrial sectors. Gregor Hartmann has been managing the Aarau-based company in the second generation since 1998. (la)
Car tire trade Spring is calling, Pneu Egger is coming. With Wirz as the new agency and, surprisingly, with an update to the previous eye-catching campaign >> page 7
G-string instead of love killer: Pneu Egger relies on Hinschauer.
Luca Aloisi
Attention thanks to laughter
The decision was made in favor of Wirz Werbung. According to copywriter Thomas Kurzmeyer, Wirz has often generated considerable brand awareness for companies of a comparable size with unusual concepts. As can now be seen, the Wirz creatives are continuing Pneu Egger's previous advertising strategy and campaign idea: high-impact TV commercials will continue to ensure laughter and attention and thus generate the necessary recall value among the heterogeneous target group despite the modest media budget.
In terms of content, it is not the low price of a new tire that serves as an advertising argument, but the safety of "seasonal" rubber. This spring, drivers will once again recognize the Pneu-Egger commercial by its incomparable voice and laconic message: "Can you already feel spring? Then it's time for summer tires. Now at Pneu Egger." The realization is completely new. A nice old lady is shown packing her suitcase carefully and in a good mood: with knitted, crocheted and flowered items. She hesitates for a moment at the sight of her undergarments - a model lovestopper - before resolutely reaching for her scissors and snipping out a G-string.
The campaign is supplemented by POS media and - since Switzerland has a high density of classic cars and many people own several classic cars - by an advertisement in specialty magazines.
Rubber leader Pneu EggerDespite the merger of the Swiss branches of the European chains Euromaster and Viborg, Pneu Egger has defended its position as the Swiss leader in tires, vehicle parts and wheel-related services. With 36 locations throughout Switzerland and around 280 employees, the company generated sales of around 90 million Swiss francs in 2003. 40 percent of this was generated in the private car sector and 60 percent in the commercial and industrial sectors. Gregor Hartmann has been managing the Aarau-based company in the second generation since 1998. (la)
Car tire trade Spring is calling, Pneu Egger is coming. With Wirz as the new agency and, surprisingly, with an update to the previous eye-catching campaign >> page 7
G-string instead of love killer: Pneu Egger relies on Hinschauer.
Luca Aloisi
