To capture attention, engage the viewer and encourage sharing, the campaign needed to be unique to other tyre launches, as well as reflect Goodyear’s core values of control and creativity and show off the tyre and its distinctive tread.
An artistic concept was developed, and partnering with contemporary British artist Ian Cook, the team created a piece of art using the tyre as the basis.
Wes West, Bottle’s Creative Content Lead directed the resulting video, creating a ‘wow’ moment for viewers, tempting them to share across social networks. The video was launched on 29 April, and covered by the likes of the BBC, The Drum and LBB.
The results speak for themselves – the video had nearly 1 million views across social channels in the first two weeks (975k), and the campaign reached over 2.5million people in its first month.
Goodyear’s Eagle F1 Asymmetric 3 website page received a 77% increase in visitors on launch day, with 12% of visitors directly visiting from Facebook.