TuxMat Winter Campaign
TuxMat · Paid social video · Three-concept test · In market
The objective
Win the winter season, the moment car owners think hardest about their floors, without betting the budget on a single idea.
The insight
Winter is when interiors take the most damage: salt, slush and snow tracked in every day. But people buy protection for different reasons. Some want to keep a new car looking new, some are getting ready for the season, and some need proof the product actually covers everything. One message can’t speak to all three.
The approach
Three concepts, each built on a different reason to buy:
Keep That New Car New: protecting the investment and the feeling of a new car.
Gear Up This Winter: seasonal readiness, timed to the first snow.
Every Surface Deserves Protection: a macro, close-up point of view that shows coverage and material up close.
Why test all three
All three launched together so performance, not opinion, picks the winner. One landing page and one email were built to work for every concept, so the test isolates the creative rather than the funnel.
The landing page also applies lessons from an earlier TuxMat landing page test: about 90% of visitors were on mobile and two-thirds never scrolled past the first quarter of the page, so the key information now sits at the top.
Status
In market now. Results to follow.
Keep That New Car New
“That new car feeling won’t survive the first salt stain. With TuxMat®, yours still can.” Speaks to owners protecting the investment, and the feeling, of a new car.
Gear Up This Winter
“This winter… leave nothing overlooked. Not even your car’s floor.” Places TuxMat in the seasonal ritual of getting ready for winter, from tires to gloves to floor mats.
Every Surface Deserves Protection
Salt, slush and snowmelt shot at macro scale on the mat’s surface. “That’s why every surface deserves protection.” Gives the audience that needs proof a close look at what winter does to a floor.