This project shows what’s possible when creativity meets data. With Wheeldoctor, we were able to tell stories that emotionally engage, entertain and convert – and that’s exactly what the h1gh Performance Framework was made for.
David Krusche
CMO
This project shows what’s possible when creativity meets data. With Wheeldoctor, we were able to tell stories that emotionally engage, entertain and convert – and that’s exactly what the h1gh Performance Framework was made for.
David Krusche
CMO
Wheeldoctor, the go-to expert for high-quality rim repairs, partnered with h1gh to launch a bold and emotional brand campaign under the motto “Curb rash? Wheeldoctor!” Through the full application of our h1gh Performance Framework, we developed a campaign that not only positions Wheeldoctor as the first point of contact after a rim incident – but also establishes a deeper emotional connection to everyday driving situations. We moved through all six phases of the framework, from AI Emotional Mining to continuous optimization – and are now actively scaling the campaign in Phase 6.
Wheeldoctor, the go-to expert for high-quality rim repairs, partnered with h1gh to launch a bold and emotional brand campaign under the motto “Curb rash? Wheeldoctor!” Through the full application of our h1gh Performance Framework, we developed a campaign that not only positions Wheeldoctor as the first point of contact after a rim incident – but also establishes a deeper emotional connection to everyday driving situations. We moved through all six phases of the framework, from AI Emotional Mining to continuous optimization – and are now actively scaling the campaign in Phase 6.
Creative Production & Challenges
Bringing Real-Life Chaos to the Screen
The campaign’s creative execution demanded a cinematic level of production: Two fully storyboarded and scripted short films were shot with professional actors, children, extras, and multiple sets. h1gh led the entire video production process in-house – including concept development, location scouting, shooting, and post-production. The first story features a young man distracted by his date’s appearance, accidentally scraping his rim against the curb in front of her eyes. The second portrays a stressed mother being pulled in all directions by her kids on the backseat, ultimately causing her to scratch the rim while trying to restore order. These high-emotion scenarios not only raised awareness of a common everyday problem – but did so with humor, realism, and brand clarity. The punchline in both: “Curb rash? Wheeldoctor!”
Creative Production & Challenges
Bringing Real-Life Chaos to the Screen
The campaign’s creative execution demanded a cinematic level of production: Two fully storyboarded and scripted short films were shot with professional actors, children, extras, and multiple sets. h1gh led the entire video production process in-house – including concept development, location scouting, shooting, and post-production. The first story features a young man distracted by his date’s appearance, accidentally scraping his rim against the curb in front of her eyes. The second portrays a stressed mother being pulled in all directions by her kids on the backseat, ultimately causing her to scratch the rim while trying to restore order. These high-emotion scenarios not only raised awareness of a common everyday problem – but did so with humor, realism, and brand clarity. The punchline in both: “Curb rash? Wheeldoctor!”
Strategic Approach
Our collaboration followed all six phases of the h1gh Performance Framework – from insight to execution to scale.
Phase 1 – Fundament: We conducted a comprehensive brand and market analysis supported by AI Emotional Mining to uncover key emotional triggers around stress and damage situations during everyday driving. Phase 2 – Creatives: We developed highly emotional storytelling concepts, centering around two short films featuring actors and extras in realistic driving mishaps – including a romantic date gone wrong and a chaotic family pickup scene. Phase 3 – Setup: A full-funnel campaign infrastructure was implemented across Meta and Google Ads with precise conversion tracking and audience segmentation. Phase 4 – Proof: Through testing different ad angles and messaging, we evaluated which emotional triggers and scenarios resonated most strongly with target audiences. Phase 5 – Optimization: Based on the performance data, we refined campaign visuals, messaging, and targeting – driving better engagement and higher recall. Phase 6 – Performance Loop: We are currently in the ongoing phase of performance scaling, continuously testing, learning, and optimizing toward long-term campaign efficiency and brand impact.
Strategic Approach
Our collaboration followed all six phases of the h1gh Performance Framework – from insight to execution to scale.
Phase 1 – Fundament: We conducted a comprehensive brand and market analysis supported by AI Emotional Mining to uncover key emotional triggers around stress and damage situations during everyday driving. Phase 2 – Creatives: We developed highly emotional storytelling concepts, centering around two short films featuring actors and extras in realistic driving mishaps – including a romantic date gone wrong and a chaotic family pickup scene. Phase 3 – Setup: A full-funnel campaign infrastructure was implemented across Meta and Google Ads with precise conversion tracking and audience segmentation. Phase 4 – Proof: Through testing different ad angles and messaging, we evaluated which emotional triggers and scenarios resonated most strongly with target audiences. Phase 5 – Optimization: Based on the performance data, we refined campaign visuals, messaging, and targeting – driving better engagement and higher recall. Phase 6 – Performance Loop: We are currently in the ongoing phase of performance scaling, continuously testing, learning, and optimizing toward long-term campaign efficiency and brand impact.
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