Dunlop. Going the extra mile together.
A months-long campaign for Dunlop’s PCR range (15″ and below). Built with a Senior Art Director, written for the women, families and everyday drivers who go further so the people they love can too.
Client
Dunlop Tyres
Role
Lead Copywriter
Partner
Senior Art Director
01 – The brief
Build a brand South Africa can trust.
I worked as Lead Copywriter alongside a Senior Art Director as part of the creative team for Dunlop Tyres SA. Over several months we brainstormed campaign ideas, content concepts and fun ways to show that Dunlop is a reliable brand South Africa can trust.
The campaign needed broad appeal, but our sharpest focus was women aged 18 to 35 in the middle to lower-middle income bracket, giving them a stronger voice in a tyre-buying conversation that usually skips right past them.
The line did the heavy lifting. Tyres that go the extra mile so drivers can go further for their families, their jobs and themselves. Long-lasting, high-performing, and finally spoken about in a way that sounds like real life.
02 – The work
One campaign, many miles.
01
Website landing page
The campaign’s home base: long-form copy that set up the ‘extra mile’ promise and pointed drivers to the right PCR tyre.
02
Woman-themed IG video
A short-form video centred on a young woman driver, written to put her in the front seat of the conversation.
03
Social media copy
Family holiday stories, road-trip moments, kids in the back, the kilometres that actually matter.
04
In-store marketing
Point-of-sale copy that carried the campaign voice from the feed all the way into the dealership.
05
Spotify playlist
A driving playlist to help South Africans get into the groove as they go that extra mile.
06
Concept + brainstorming
Months of ideation with the Art Director. Campaign concepts, content angles and the messaging spine that tied it all together.
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