Atturo's Award-Winning Digital Campaign Reframes Tyre Marketing for the Digital Age
Atturo Tire Corp. and creative partner TMV Group have received major industry recognition at the 2025 Internet Advertising Competition (IAC) Awards, securing three category wins for their character-led “Atturo Andy” digital campaign. The campaign’s bold departure from typical tyre advertising signals a shift toward more human-centric and engaging marketing strategies in the automotive sector.
The “Atturo Andy” campaign earned top honours in the following categories:
▪ Best Automotive Online Video Campaign
▪ Best B2B Online Video Campaign
▪ Best Mobile Online Video Campaign
These awards recognise creativity, effectiveness and strategic execution across online advertising platforms, placing Atturo among the top performers in digital brand storytelling for 2025.
At the heart of the campaign is a fictional, comedic tyre salesman — “Atturo Andy” — brought to life through a series of digital shorts. With a distinctive visual style and character-driven humour, the campaign aimed to disrupt conventional tyre advertising approaches.
Atturo President Michael Mathis said the strategy was intentionally designed to challenge clichés within the sector and stand out in a crowded digital environment. The result was a series that blended brand messaging with accessible humour, making it relatable for both trade and consumer audiences.
The results backed up the campaign’s creative ambitions:
▪ 140% increase in website traffic
▪ 100% growth in dealer locator (“Where to Buy”) usage
▪ Over 35% rise in unit sales
These figures highlight the commercial potential of well-executed creative strategy in a B2B context — often overlooked in the tyre industry’s digital marketing efforts.
TMV Group credited the results to close collaboration with Atturo and a shared appetite for creative risk. “It was about being smart, strategic and willing to break the mould,” said TMV Managing Partner Joe Morden.
The IAC Awards are regarded as a key benchmark in online marketing performance. Winning across automotive, B2B and mobile categories positions the Atturo-TMV collaboration as a case study in modern tyre marketing — combining storytelling, platform adaptability and data-driven results.
The Atturo Andy campaign reflects a growing trend in the tyre industry: moving away from product-only messaging toward smart digital narratives that engage audiences across channels. As the sector invests more in smart sensors, EV-specific solutions and sustainability messaging, digital creativity will become a key differentiator, not just for consumer engagement, but for measurable business impact. This campaign also shows how humour and authenticity can work in B2B communications, especially when paired with mobile-optimised content and multi-platform strategy.
Tagged with: Atturo Andy campaign, IAC Awards 2025, tyre marketing, B2B digital strategy, automotive online video, TMV Group, smart advertising, tyre sales growth
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