Maxx Tyres
A challenger tyre brand with a fraction of the ad budget of the nationals - and a need to be remembered anyway.
The problem
Outspent on every channel, and blending in.
Maxx had a great product and loyal customers, but next to the national chains they were invisible. A straight product ad would have been drowned out - and burned the budget doing it.
The idea
Don't sell the tyre. Own being the original.
Instead of specs, we leaned into the one thing the nationals couldn't claim: Maxx were the OG. A cheeky campaign built around heritage and attitude - the kind of thing people actually talk about - shot to punch well above the budget.
Behind the scenes
How it came together.
What it did
Punched well above its weight.
+312%
Increase in views versus their previous campaign, on a smaller spend.
3.4×
More enquiries through the door in the two months after launch.
-38%
Lower cost per acquisition than the category benchmark.
They cracked what we were actually trying to do, then made it sharper than we had pictured. Easy the whole way, and it moved the numbers.
Dane Kelly, Marketing Lead, Maxx Tyres
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