WDA were commissioned at the beginning of the year to create a new brand name for Micheldevers motorcycle tyre division, and devise an extensive year long campaign with the objective of driving new business the way of its specialist motorcycle tyre fitting centres. In response WDA created the Protyre 2 Wheel Centre brand. The campaign utilises a microsite, heavily promoted in the specialist press and through an e-campaign broadcast to a database supplied by WDA. The microsite will capture data on a rolling basis in order to re-feed the e-campaign and hopefully capture sales opportunities amongst customers as they arise (part of the challenge being that tyres are only usually purchased infrequently and only on an ‘as needed’ basis). To make the site sticky we have included a tricky motorcycle quiz; which nobody has managed to ‘clean sweep’ on their first attempt – try it for yourself at www.rubberupright.com (no googling please)…