Plan B™
The Agency Alternative
CASSIDY TIRE
Nitro Powered www.cassidytire.com The benefits of filling tires with nitrogen gas instead of plain air are well known to professional car racing teams, but the cost typically puts nitrogen fill-ups out of reach for most ordinary car owners. Cassidy Tires wanted to change that, and in the process, create demand for the Nitrox tire filling service that would drive repeat business. So they asked Plan B for a creative way to tempt drivers to
try Nitrox. We proposed this direct mail piece touting the benefits of Nitrox, which include improved performance, gas mileage and tire life. The piece also included a peel-off card redeemable for 2 Nitrox tire fill-ups. To take full advantage of the offer, customers would necessarily have to pay to put Nitrox in their other two tires. The “half-off” offer is repositioned as a “half-free” offer. This makes the luxury seem not only affordable, but actually reasonable — if not downright necessary to try at least once. Power. Performance. Responsiveness. No, not the car — the direct mail, which blew the doors off client expectations.