To capture attention, engage the viewer and encourage sharing, the video campaign needed to be unique to other tyre launches. It also needed to reflect Goodyear’s core values of control and creativity and show off the tyre and its distinctive tread.
An artistic concept was developed. Partnering with contemporary British artist Ian Cook, the team created a piece of art using the tyre as the basis.
Bottle’s directed the resulting video, creating a ‘wow’ moment for viewers, tempting them to share across social networks and the video was covered by the likes of the BBC, The Drum and LBB.
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.