Cars & Automotive Services

Bronze
CAMPAIGN
Enjoy the Rain
AGENCY
Ogilvy Public Relations, Shanghai
CLIENT
Dalian Goodyear Company
BRAND
Goodyear Assurance TripleMax (ATM) Tire
DETAILS
CAMPAIGN SUMMARY
Goodyear’s 2013 integrated online, radio and sampling campaign resulted in Goodyear Assurance Triple Max tire sales exceeding target by 26% for the first 6 months in China. So how did we beat off Bridgestone and Michelin, the key competitors in the first tier? They were spending 8 times our budget in China’s most competitive summer months. We had a non-TV strategy up against their major TV spend. Enter a lovable childhood toy that captured hearts…and wallets.

OTHER CREDIT AGENCIES
Dawson Integrated Marketing Communications, China
Pandemic, China
Fighting Fish, France

CREDITS OF PEOPLE
Ben Chao, Vice President, Marketing - Consumer Tires, Goodyear Dalian Tire Company Limited
Maggie Gao, Marketing Communications Director, Marketing - Consumer Tires, Goodyear Dalian Tire Company Limited Hao Zhu, Executive Creative Director, Ogilvy Public Relations, Shanghai
Kate Yung, Director, Ogilvy Public Relations, Shanghai

 

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