Drivers are clueless. Over half don’t know what their tyre tread limit should be. 47% of drivers don’t know how to change a tyre and some don’t know even know why tyres are filled with air.
And yet poor tyre maintenance was the most common reason for car accidents in the UK in 2016 (DfT).
When you’re travelling at 70mph down the motorway, the only thing between you and the road is your tyre, that beloved circle of rubber that gets you from A-B, 365 days a year, 7 days a week.
So, how did Goodyear encourage drivers to appreciate their tyres, check them more regularly and spot the physical warning signs that ultimately could help save lives?
People rely on emotions rather than information to make a decision; the ability to connect to a brand, a story or a product in an emotive way, is key. Whilst much of the automotive conversation is sitting in the future, there is still a driver at the heart of everything we do.
We took the theme of tyre education and safety, whilst harnessing Goodyear’s growing social following and its influence by launching a social campaign around the hashtag #donutignorethesigns.
We ditched the ‘typical’ tyre image and replaced it with something to make a lasting impression on motorists; one that they will build a connection with, equip them, educate them and one that they would be encouraged to share among their friends and family.
That something? Donuts.
Using the most common tyre conditions, we then took real donuts and styled each (using a bit of knowhow).
But, before launching the assets on social channels, we wanted to engage Goodyear’s audience and expose the lack of tyre knowledge amongst motorists in the UK. At the end of the day we are a PR agency, so why just stop at a social campaign when you can turn audience insight into a worthy news piece.
First, we challenged Goodyear’s audience to take a quiz of 10 questions, on all things tyres. Knowing how engaged this audience is and their know-how, we knew we could set them a more technical-focused challenge. Not only would this method engage the audience, but also provide the necessary insight for us to create a decent PR story.
From a very serious message, Bottle was able to construct a campaign that through a clever creative resonated with the audience. Rather than use a scare tactic, the original use of donuts allowed us to grab attention to create awareness of the importance of tyre safety.
The campaign was also used at Goodyear internally, as part of the overall employee engagement and also used a B2B campaign to promote the brand’s safety message to its customers.
At the heart of this campaign was social first and PR second.
• 10,565 reach (95% increase on previous 31 days)
• 4,724 page interactions (51% increase on previous 31 days)
• 551 comments (101% increase on previous 31 days)
• 41,295 organic page impressions (12% increase on previous 31 days)