Dunlop GRG

Product Launch – ‘Reinventing The Roadhump’ for Dunlop General Rubber Goods

Designed to deflate on impact and overcome problems with current concrete road humps, the inflatable rubber Dunlop Transcalm offers planners and local authorities a unique way to reduce traffic speed on side roads.

Media activity centred around a product launch and a Press Conference.

Working with the Corporation of London the device was road tested for the first time on the Puddledock Service Road, London, EC1.

• Total Advertising Value equivalent £742,527 in two weeks.
• 100% of coverage deemed positive by client.
• All key trade titles covered the story.
• Daily Telegraph Front Page.
• Coverage in every national newspaper including full page in Evening Standard.
• 17 pieces of TV, including BBC Six O’Clock News.

“In the weeks following the campaign we have been inundated by enquiries and expressions of interest from a wide range of businesses keen to market the product. Where we have contacted businesses, without exception they recall the product concept from something they read, watched or heard.”

Mike Armstead,
Group Chief Executive, Dunlop GRG