30 October 2012 - 9:44am | posted by

Kwik Fit launches campaign featuring characters from Ice Age 4 – Continental Drift

Kwik Fit is rolling out a new integrated campaign, developed by adam&eveDDB, featuring characters from Ice Age 4 – Continental Drift. The Twentieth Century Fox film is set to be released on DVD on 10 December, the ads are set to run until Christmas, with the campaign to include TV, radio, direct marketing and point of sale. The campaign focuses on the message that Kwik Fit is offering “a mammoth 25% off” all its tyres this winter, as well as a competition where customers can win a family Ice Age experience to Iceland. Karen Richards, head of marketing at Kwik Fit, says: “The Ice Age series of films is hugely popular and using Manny, Diego, Sid and Scrat in our creative will no doubt attract a wider family market. Together with a really strong price message, the campaign will make an emotional connection as well as a rational one.” Media buying for the campaign has been handled by MediaCom, with direct marketing and point of sale by Live and Breathe.

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