Diversion to Halfords

Client: Halfords

Problem: Worn tyres are the leading cause of car accidents in the uk, but Halfords offer free tyre checks.

Insight: 50% of drivers say getting a tyre check never ‘crosses their mind’

Idea: Interrupt the drivers’ journey with a convenient detour that's impossible to ignore

Execution: Using the visual language of the roads - bold, clear and urgent - the OOH campaign interrupts drivers mid-journey with impossible-to-ignore prompts directing them towards nearby Halfords stores for a free tyre check.

The campaign then extends into geo-targeted map app notifications, serving drivers pop-up prompts when they’re close to a Halfords location, highlighting the convenience of the detour..
To continue the behaviour beyond the first visit, Halfords could also give away free tyre tread depth checker keyrings. Drivers simply place the tool into the tread - if the orange warning is visible, it’s time to head back to Halfords. A nice driver of repeat custom.