Goodyear: BEAT THE HEAT

Credits & Description:

Advertiser: GOODYEAR
Agency: UM DUBAI
Category: Best Use of Outdoor
Senior Media Planner: Fredric Salloum (UM/Dubai)
Media Director: Irfan Ibrahim (UM/Dubai)
Head Of Media Operations: Jithesh Kumar (UM/Dubai)
Media Operations Manager: Navid Hussain (UM/Dubai)

Execution
To create a remarkable effect, we have booked a hoarding and a bridge banner in key locations on the busiest highway in Dubai, the Sheikh Zayed Road. While showcasing the 'Beat the Heat' communication, we brought it to life by adding a thermometer that shows what the actual road temperature in real-time, which is around 12-20 degrees Celsius higher than the regular air temperature. Thus capturing the attention and educating the target audience, ensuring that the message of using the right tires is well received. As a result, a road temperature reading 62 degrees for example, comes as a major revelation to the commuters ensuring that the message of using the right tires is well received.

Effectiveness
The results were higher than expected for this campaign. The spontaneous brand awareness increased by 10 points, Ad awareness increased from 24 to 67 points, and 64% of the respondents had recalled the Goodyear 'Beat the Heat' ads (source: 'Goodyear campaign effectiveness report' GFK Middle East, October 2012.)

Strategy
Right when summer was around the corner, Goodyear wanted to communicate the launch of their campaign 'Beat the Heat' to the audience in the UAE. The challenge was to create major awareness and inform the motorist that during the hot summer months, temperature can rise up to 50 degrees Celsius. Thus informing the audience of the dangers of the hot climate and its effect on tires.We have prepared an outdoor media plan to showcase the campaign communication message in Dubai’s busiest area to target males 25 years and above, driving their way through Sheikh Zayed road. Given that the outdoor scene in Dubai is cluttered, we wanted to stand out from the crowd and therefore brought the campaign message 'Beat the Heat' to life.