Goodyear has used its wings to get there, and is now ‘More Driven’ to deliver customers to its retail dealers.
The tiremaker unveiled its new marketing theme and advertising platform during last week’s national dealer meeting in Dallas.
Developed by Goodyear and its new creative advertising agency, GSD&M of Austin, Texas, the new campaign is “intended to communicate Goodyear’s values, attitude and commitment to consumers,” the tiremaker said.
Unlike its more recent “Get There” blimp-centric spots, the new TV commercials and print ads put Goodyear tires into real-world situations, stressing both tire performance and reliability and the relationship Goodyear has with loyal customers.
Part of the new creative leverages Goodyear’s unique logo – where the word “Goodyear” is bisected by the familiar Wingfoot mark – by replacing the company name with active two-word phrases that describe the situation. For example, one TV spot juxtaposes a Hollywood stunt driver with a dad driving the family minivan, tagging the father as the “stunt driver.” Another ad shows a fire truck racing to the scene, with the tag “five alarm” surrounding the Wingfoot mark.
The new marketing theme and campaign is Goodyear’s first since 2007, when it launched its “Get There” effort.
The campaign’s initial television advertisement, titled “Proving Ground,” will showcase ‘experts’ who choose the superior performance of Goodyear tires to help them tackle the world’s proving grounds and highlights how everything Goodyear learns from making those tires inspires what it rolls into the tires it makes for consumers.
“Showing consumers the passion, innovation and expertise we use to produce tires for countless experts, and then illustrating how that inspires us to create consumer tires that deliver the confident driving in challenging road and weather conditions will further build trust in Goodyear and its dealers,” said Scott Rogers, Goodyear’s chief marketing officer. Rogers unveiled the new effort to the 1,500 dealers attending the dealer meeting in Dallas.
The “More Driven” program also includes print and online promotion. Print advertising will appear in many publications, including Sports Illustrated, Popular Science, Time, Parenting, National Geographic Traveler and Outside. On the interactive front, the campaign will be supported by “always on” search marketing, in addition to appearing on popular search engines and websites.
Dealer-oriented and tagable TV spots and print ads will also be made available.
