Developing a content base for the release of the new Porsche approved ‘Sport Maxx Race 2’ tyres.
Dunlop approached Interstate with a requirement to develop a creative content base for the launch of their new halo consumer road tyre, the Sport Maxx Race 2.
After dissecting the demographic, marketplace and product information, we helped position the tyre as a ‘Porsche Approved’ high-performance tyre across the campaign. After considering different approaches to production, it was decided the logical place to show the product was at the home of performance in the Eiffel mountains, the Nürburgring.
- Product Strategy
- Concept and pre-production
- Film Production
Dunlop Sport Maxx Race 2:
The strategic aim of the content narrative was to develop a number of characters and opinions around the product, emphasising both the approval from a major OEM, and also showing the care and effort that has gone in to creating a superior product.
We are increasingly seeing content move to the centre of marketing strategies and this was certainly the case with the ‘Sport Maxx Race 2’ campaign. Targeting a key demographic that enjoys both performance and the thrills that go with it, Interstate shot the piece over 1 day’s testing with the new Porsche GT3 and GT2RS. We are no stranger to Porsche, though we certainly enjoyed the opportunity to shoot their new products both on the track and on the roads around ‘the ring’ with internal and external camera systems and supporting track side cameras to capture the cars at speed.
Post production led to multiple edits for above and below the line executions pan-Europe including pre-roll, digital banners, owned media channels and accompanying partner channels.