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Background
Pneumatiky.cz, an e-shop belonging to the ONIO group, no longer wanted to be just another tire retailer. They planned to become the dominant authority in the all-season tire segment. This segment is currently experiencing dynamic growth, as climate change and urbanization trends favor all-season tires more than ever before.
The opportunity was clear; the only question was how to seize it. In cooperation with the agency Taste, the ONIO team prepared a campaign focused on market education and debunking common myths about all-season tires.
Pain Point
The team had two different storyboards on the table—and both had great potential. However, proceeding without validation would mean betting a large budget solely on gut intuition. The key questions they needed to answer were:
- Which idea will resonate more and be easier for the audience to understand?
- Which one aligns better with the brand and the product category?
- Where are the weak points that need to be addressed before filming?
In a seasonal business where campaigns involve high investments and a narrow margin for error, it's crucial not to make decisions based on gut feeling alone. I'm glad we were able to decide based on real data, and the campaign results fully met our expectations.
Behavio's Insight
Creative testing revealed a clear winner—"The Collection of Excuses".
The concept was built on the insight that every driver has an excuse for not changing their tires—and with a touch of hyperbole, the campaign shows that the only legitimate "excuse" for not swapping tires is driving on all-season ones.
In the test, this concept scored significantly higher than the alternative option, "I'm Going to Change My Tires". The most distinct differences were seen in:
- Brand Fit: 83% vs. 72% (compared to a market average of 77%)
- Emotional Response: 39% vs. 21%
Audiences found the "Excuses" idea original, easy to understand, and natural—allowing them to easily relate to the situations.
Conversely, "I'm Going to Change My Tires" triggered mixed emotions. While some viewers found it funny, others disliked that the main character lied to his partner. Ultimately, audiences did not find the script convincing.
However, one piece of advice applied to both concepts: the branding was weak. Behavio therefore recommended strengthening the brand presence throughout the entire ad spot in the final production—ideally through a combination of visual cues and a voiceover. The final execution of the optimized concept was then handled by the production agency Unreal Visual.
Outcome
Thanks to the resulting campaign, the Pneumatiky.cz brand—and by extension the entire ONIO portfolio—cleared their ambitious targets with ease.
- Tire sales shot up by 52% year-over-year, outperforming the overall market growth twofold.
- ONIO ultimately secured a dominant 32% market share within the segment.
These sales results confirmed, among other things, that the investment in research and the subsequent choice of the right creative direction truly delivered a strong ROI.
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