The challenge was to create an online sales project for Kelly Tires truck tires directly to transport companies through an e-commerce portal, actively involving the traditional sales network. Kelly Tires is the first tire brand founded in the USA. It was born in 1894 and acquired by Goodyear in 1990, with already a 115 year long history behind it.
Goodyear is the first tire manufacturer in the world to sell its truck tires online directly to the truck driver.
KF ADV worked closely with the Italian team Goodyear Dunlop Tires Italia S.p.A., and specially with the Project Manager Nicola Scalco. We created the visual of the e-commerce portal, designing and managing an integrated communication strategy.
“For this project, so innovative for our branch, we were looking for a dynamic partner able to quickly respond to our needs, and that could support us in the best way while approaching a new channel. KF ADV team knew how to adapt different proposals to the target audience while enhancing the value of the truck specialist dealers. KF ADV is a reliable, pragmatic partner, focused as much as we are on achieving our objectives”
Channel Manager BU Commercial Goodyear Dunlop Italia.
The main difficulties of this project were the novelty of the sales channel for the BtoB truck tire market and the proposal of a new brand still unknown in Italy. We faced and overcomed them through an off-line and online communication strategy, suitable for a target of new generation truck drivers.
The partnership with Goodyear Dunlop Tires Italia S.p.A. for the Kelly Tires project has led KF ADV to cooperate on several projects, i.e. the creation of the advertising image for Price list Goodyear and Sava. Have a look at the Goodyear case .
KF ADV team designed advertising campaigns to promote this brand and the innovation of online sales and it created a “push” communication focused on the product and on the competitive price, developing different creativities that suited to all the interfaced expected by the media plan. A key role was played by a scrupulous approach to Adwords campaigns and an in-depth analysis for SEO positioning. Thanks to that, they achieved excellent results from the very first months.