Good All Year with Susie Dent

Today you can expect Unmissable Visibility™. Light-to-moderate brand messaging. And a high chance of Susie Dent. Back to you in the studio Steve.

Thanks Steve!

Let's start with something that every Brit is an expert in…. Utchy. Swullocks… are just two of over 400 words that Brits could be using to describe their favourite topic of conversation... the weather.

In fact, 94% of us admit to having talked about it in the last six hours.

Which got us thinking... If almost everybody loves talking about the weather could we use that to get more people caring about the tyres that deal with ‘the weather’? Because when Goodyear approached Bottle to launch the latest generation of their All Season tyre, the challenge wasn't reaching petrolheads. We've already got them. They care about tyres. This was about everybody else. Especially female audiences, who made up only a tiny proportion of Goodyear's social engagement.

So on one side, we've got a product built for every type of weather. And on the other, we've got a nation obsessed with talking about every type of weather.

Hang on a second… we might have something here.

We recruited the Nations favourite Lexicogapher, Susie Dent, to dust off some of Britain's forgotten weather words. To give us more words to talk about our favourite subject.

Words for sunshine.
Words for drizzle.
Words for fog.
Words for ‘a storm so dramatic and sudden it makes every animal shake’

Together, we picked thirty regional weather words and filmed thirty tiny stories. One released every day for a month across Susie’s and Goodyear's social channels. Each one revealing another forgotten piece of British language while reinforcing the same product truth - that no matter what YOU call it, Goodyear's All Season tyre is built for whatever the British weather decides to throw at it.

The idea was ‘hooky’. It was interesting. And it came consistently. Every day's word was different... meaning people had a reason to come back tomorrow – and the day after – and the day after.

The campaign generated more than 400,000 impressions. Almost 50,000 engagements. And female engagement jumped from around 3% to 15% during the campaign period.

For this campaign, the best way to get people noticing the product was to start talking about something, that we all, already love – to join in on a conversation that we were already having.

In this case... the weather.