From Breakdown to Breakthrough with AI

Dunlop is famous for tyres, but many South African drivers don’t connect the brand with genuine spare parts. In December 2025, Danny’s Automotive needed a fast, high-reach way to shift that perception ahead of peak holiday road trips—when breakdown anxiety is highest and mechanics’ part choices are influenced by what customers request.

Using AI to accelerate ideation and asset production, we built a memorable contrast: “We don’t love this part” (a roadside breakdown) vs “We love this part” (Dunlop Genuine Parts). A playful radio hero—riffing on a well-known kids’ song—plus AI-generated digital visuals (including festive ‘Grinch’ air-filter content) made the message sticky and scalable across regions.

The campaign drove broad awareness, delivering 13,227,793 impressions and 33,535 clicks, amplified by drive-time placements on Jozi FM, East Coast Radio and Smile FM—nudging consumers to service cars and insist on Dunlop Genuine Parts.

We executed as a short, high-impact burst in December 2025 to intercept consumers just before peak holiday departures. Radio ran in high-attention drive-time slots on Jozi FM, East Coast Radio and Smile FM, using the hero spot to establish the “love this part / don’t love this part” cue quickly and repeatedly.

Digital mirrored the radio mnemonic with AI-generated imagery: roadside-breakdown moments contrasted against Dunlop Genuine Parts, plus seasonal cut-downs (e.g., festive ‘Grinch’ air-filter creative) to maintain freshness. Assets were formatted for Meta placements, Google Responsive Display, and programmatic display to maximize reach and frequency at efficient CPMs while keeping messaging consistent.