Demonstrate at a salesman’s desk how the tyre grips to the road.Try separating this tyre from the road – wet or dry. The glued-down piece of road acts as a tactile interactive demonstration of the Dunlop Direzza. All the technology of the new Direzza tyre is simplified into a piece of paper you unroll before you. There it is, you’ve taken a Direzza tyre for a test drive across dry road and through the wet, and its stuck to the road –literally – like glue.

To make sure the sales force understood the complex technology of the new Direzza, a booklet sat in the bottom of the box. There was simple test at the end that acted as a competition. Response rate to the competition was 35%.More importantly, follow-up telemarketing to recipients found 100 per cent recall of the fact that Direzza gripped better than the old Formula 901 in the wet and dry, and how the advanced technology achieved this. The sales force had been educated. Calls to the 0800 number allowed 100% of FM 901 stock to be replaced with new Direzza tyres.