Mates in an Espace promoting Sava to younger drivers

Goodyear Dunlop brand Sava wants to raise its profile with 18 to 34 year old drivers. To help achieve this aim, US comedians Kenny Santucci und Ben Rameaka have been engaged as Sava brand ambassadors. It is hoped the pair will add weight to the newly-launched brand claim that “Sava drivers have more fun.”

Samticco and Rameaka are the lead protagonists in Sava’s new “Mates on a Mission” ad campaign. In Mates on a Mission, the two friends travel through Europe in a Renault Espace, stopping in various locations in order to unleash their antics – and Sava brand promotion – on an unsuspecting public. In keeping with a promotion targeted at young-uns, the pair’s adventures can be followed on Facebook and YouTube.

Sava describes its 18 to 34-year old target group as one that is “very free time oriented but only has a limited budget at its disposal.” Goodyear Dunlop opines that the Sava brand thus offers an “attractive alternative”, as the affordable price of Sava tyres means drivers have more money left for the “fun things” in life.

“Kenny Santucci and Ben Rameaka are the perfect brand ambassadors,” commented Kristof Dierickx, Goodyear Dunlop’s EMEA region marketing manager. “They enjoy a high level of popularity within the planned target group and speak their language.“

The campaign officially gets underway in September. As the winter season is approaching, it is fitting that the first installment sees the two brand ambassadors arsing about in the snow.