Euromaster was an unknown tire brand in Northern Europe. Thus, PS got the opportunity to relaunch Euromaster to generate a stronger Nordic position. PS developed a new branding platform on basis of comprehensive research in Denmark, Finland and Sweden. The research conducted 2 000 car owners attitude towards tires. A comprehensive campaign was unrolled through TV, print, online and POS-material and had a positive impact on the consumer’s attitude towards the Euromaster brand. The main focus was to establish Euromaster as a customer oriented company.
The campaign was just the beginning of a long-term strategy aiming to move the consumer’s attitude towards Euromasters brand. As a result Euromaster in Northern Europe was the only region within the Euromaster group where sale did not decrease.