ABOUT THIS PROJECT
Goodyear - Second bounce
As part of our strategy to help Goodyear build its ‘Made To Feel Good’ brand positioning for its target audience of quality-seekers – we created Second Bounce – a fresh, optimistic campaign to flip the midlife crisis on its head.
The Goodyear brand is so much more than the functional and safety attributes of its tyres, so we needed to bring a more rounded expression of its Feel Good values – identifying topics that were close to their audience’s hearts.
With audience research and social listening for insight, we found a series of themes, with the first – a reappraisal of the midlife crisis, with a generation facing new uncertainties, not least about when midlife actually is.
WHAT WE DID
Taking a shift from the rational facts-and-figures approach, we joined with the philosophers from the School of Life, and in particular Robert Rowland-Smith – whose book ‘Driving With Plato’ was part of the campaign’s inspiration.
We designed a series of fresh angles and guidance for an audience who we saw as increasingly enjoying their content in podcast form, sometimes while driving. Together with our Second Bounce report, we launched a media workshop at the School of Life in London, and hosted the podcast series from Robert Rowland-Smith.
The start of a wider set of band engagement themes, with 12 pieces of national print and influential blogger coverage.